Systems and methods for reporting usage of dynamically inserted and delivered ads

ABSTRACT

The solution of the ad delivery platform described herein provides for the marketing and monetizing of media assets via the delivery of advertisement with on-demand video. The ad platform optimizes the delivery of ads by controlling the insertion frequency and format of the ad delivered with video streams. The ad platform provides flexible and configurable ad insertion rules to specify the insertion frequency and format for the composition of ads during playback of on-demand video media. The ad insertion rules may be based on a user profile, user behavior history, topic of the stream to be delivered, duration of the video or ad, and/or the popularity rating of the video or ad. The ad platform includes a reporting tool and usage reports to measure the effectiveness of the ad insertion rules in delivering ads to market and monetize the video media. The ad platform also includes an ad inventory management and forecasting tool for determining the available inventory of ad placement based on data collected over a period of time regarding the delivery of ads and the ad insertion rules to be used for the delivery of a desired ad. With these tools, a more effective ad campaign can be created based on the target information and optimization via the ad insertion rules.

RELATED APPLICATION

This application claims the benefit of and priority to U.S. ProvisionalPatent Application No. 60/943,244, entitled “Systems and Method forInserting Ads During Playback of Video Media” and filed on Jun. 11,2007, which is incorporated herein in its entirety by this reference.

A portion of the disclosure of this patent document contains materialwhich is subject to copyright protection. The copyright owner has noobjection to the facsimile reproduction by anyone of the patent documentor the patent disclosure, as it appears in the Patent and TrademarkOffice patent file or records, but otherwise reserves all copyrightrights whatsoever.

TECHNICAL FIELD

This patent application generally relates to an advertising servingplatform for dynamically inserting and delivering ads during playback ofon-demand video media.

BACKGROUND INFORMATION

As the number of people communicating over a publicly accessiblecommunication network, such as the Internet, continues to grow, the use,availability and distribution of media content via the Internet, such asvideo and audio media files, grows as well. The popularity of deliveringand experiencing media content via the Internet continues to growbecause the Internet provides for both immediacy of the media andinteractivity of the media. Media content can provide a rich interactiveuser experience from a network connected device. In addition, mediacontent delivered to computing devices via a network may receive inputfrom the user or information about the user to both personalize anddynamically enhance the user experience, thereby further increasing theimmediacy and interactivity of the medium. As such, delivering mediacontent via the Internet is quickly gaining adoption as a mechanism forreaching consumers for purposes of marketing and monetizing mediaassets.

Some of the challenges with marketing and monetizing media assets overthe Internet, such as broadband video, are due to the ubiquitous andon-demand nature of the medium. Web-sites provide a wide range of videocontent varying in content type, duration and quality. Many web-sitesmake video content accessible at the request or upon demand of the user.Users may search, find, select and play video media when they want.Video media is also available to users from a wide range of networkconnected devices, such as cell phones and other mobile devices. Assuch, users may access video media from where ever they want. Duringplayback of the video, users typically have control of the playing ofthe video via the media player. For example, the user may pause, rewind,stop or fast forward the playing of the video. Thus, users may be ableto view the video for how ever long they want and in a manner they want.

SUMMARY OF THE INVENTION

The solution of the ad delivery platform described herein provides forthe marketing and monetizing of media assets via the delivery ofadvertisement with on-demand video. The ad platform optimizes thedelivery of ads by controlling the insertion frequency and format of thead delivered with video streams. The ad platform provides flexible andconfigurable ad insertion rules to specify the insertion frequency andformat for the composition of ads during playback of on-demand videomedia. The ad insertion rules may be based on a user profile, userbehavior history, topic of the stream to be delivered, duration of thevideo or ad, and/or the popularity rating of the video or ad. The adplatform includes a reporting tool and usage reports to measure theeffectiveness of the ad insertion rules in delivering ads to market andmonetize the video media. The ad platform also includes an ad inventorymanagement and forecasting tool for determining the available inventoryof ad placement based on data collected over a period of time regardingthe delivery of ads and the use of as insertion rules. With these tools,a more effective ad campaign can be created based on the campaign'starget information and optimization via the ad insertion rules.

In one aspect, the present invention is related to a method fordisplaying an ad during a playback of a video media at an insertionpoint during playback specified by an ad insertion rule and using aformat for the ad specified by the ad insertion rule. The methodincludes receiving a request to playback a video media and identifyingan ad insertion rule associated with the video media. The ad insertionrule may specify an insertion point during playback of the video mediato display an ad. The ad insertion rule may also specify a format fordisplaying the ad at the insertion point. The method also includesdetermining a point during playback of the video media corresponding tothe insertion point specified by the ad insertion rule. In response tothe determination, the method includes displaying the ad at thedetermined point during playback of the video media using the format forthe ad specified by the ad insertion rule.

The ad insertion rule may specify a frequency for inserting ads atmultiple insertion points during the playback of video media. The adinsertion rule may specify the frequency based on a length of the videomedia. The ad insertion rule may also specify a format displaying an adduring playback of the video media based on a length of the video media.For example, the ad insertion rule, may identify a length of time fordisplaying the ad, a location of the ad, or a type of ad to display.

In some embodiments, the method includes identifying a user requestingplayback of the video media. The method may include obtaining a profileor a behavior history of the identified user. The profile may includeone or more of the following information: name, age group, topics ofinterest, gender, geographic location, ethnic background, householdincome, education level, and children in household. The method may alsoinclude obtaining the behavior history of the identified user having thefollowing information: average viewing period, trend in popular topics,number of streams, days and hours of streaming, and Internet protocoladdress mapping to location. The behavior history of the identified usermay also include one or more of the following user actions on a mediaplayer: mute, pause, restart, full screen, mid point viewing, completeviewing, fast forward, rewind, and may include any actions such as amouse over, hover or identify that the user initiated play via a clickthrough.

In other embodiments, the method includes identifying the popularityrating of the video media requested for playback. In another embodiment,the method include identifying the popularity rating or the ad specifiedby the ad insertion rule associated with the requested video media. Insome cases, the popularity rating may be based on a number of views ofthe video media, such as the most popular videos or ads having thehighest number of views.

In one embodiment, the method includes determining the point duringplayback of the video media corresponds to a period of time indicated bythe frequency. The point in playback of the video media may bedetermined to correspond to the insertion point specified by the adinsertion rule based on the profile or the behavior history of theidentified user. In some cases, the point during playback of the videomedia may be determined to correspond to the insertion point specifiedby the ad insertion rule based on the identified popularity rating ofthe video and/or the ad.

In one embodiment, the method includes displaying the ad for the lengthspecified by the ad insertion rule based on the length of the requestedvideo media. The ad also may be displayed at a location specified by thead insertion rule based on the length of the requested video media. Insome embodiments, the ad may be displayed at a location, for a length oftime or having a predetermined ad type based on the profile or thebehavior history of the identified user. In another case, the ad may bedisplayed at a location, for a length of time or having a predeterminedad type based on the identified popularity rating of the video or ad.The method may include increasing or decreasing a frequency of adsdisplayed during playback of the video media based on the identifiedpopularity rating. Any one or more of the following types of ads may bedisplayed responsive to an ad insertion rule: gateway, interstitial,bumper, context positioning, a spot, a bug, telescoping, interactivevideo, video curtains, video roadblocks, ticker lay, and shadow ad.

In another aspect, the present invention is related to dynamicallyinserting an ad during playback of a video media based on an action of auser via a media player. The includes receiving a request by a user toplayback a video media via a media player and identifying an adinsertion rule associated with a video media. The ad insertion rule mayspecify an insertion point for displaying an ad during playback of thevideo media based on one or more actions of a user via the media playerduring a playback session of the video media. The method includesdetecting one or more actions of the user via the media player duringthe playback session of the video media, and determining a point duringplayback of the video media corresponding to the insertion pointspecified by the ad insertion rule based on the detected one or moreactions of the user. The playback session may include a user session'swith a web-site or a user session's with a media player. The methodfurther include displaying the ad specified by the ad insertion rule atthe point during playback of the video media based on the determination.

In some embodiments, the method includes detecting a length of time ofthe playback session is greater than or less than a predetermined lengthof time. In another embodiment, the method includes detecting the userhas taken one or more of the following actions via the media player:mute, pause, restart, full screen, fast forward, and rewind. The methodmay include displaying the ad at a location, for a length of time orhaving a predetermined type based on the detected one or more actions ofthe user. The frequency of ad insertion or format of the ad may bechanged based on the detected one or more actions of the user. Forexample, the location of the ad or a length of time for displaying thead may be changed based on a detected action of the user.

In other aspects, the present invention is related to a method fordynamically displaying an ad into a playback of a video media based onactions of a user at a web site providing the video media. The methodincludes receiving a request by a user to playback a video media via aweb site and identifying an ad insertion rule with a video media. The adinsertion rule may specify an insertion point for displaying an adduring playback of the video media based on one or more actions of theuser at a web site. The user's visit to the web-site may include aplayback of video via a media player. The method includes detecting oneor more actions of the user at the web site and determining a pointduring playback of the video media corresponding to the insertion pointspecified by the ad insertion rule based on the identified one or moreactions of the user. The ad may be displayed in accordance with the adinsertion rule at the point during playback of the video media based onthe determination. For example, the ad may be displayed at a location,for a length of time or having a predetermined type based on thedetected one or more actions of the user at the web-site.

In one embodiment, the method includes detecting a length of the user'svisit at the web site greater than or less than a predetermined lengthof time. In some cases, the type of content the user viewed at theweb-site is detected. In other cases, the user interface elementselected by the user at the web-site are detected, such as the URLs theuser visited. The frequency of ad insertion or format of the ad may bechanged based on the detected one or more actions of the user at theweb-site. For example, a location of the ad or a length of time fordisplaying the ad may be changed based on the detected one or moreactions of the user at the web-site.

In yet another aspect, the present invention is related to a method ofgenerating a usage report for an ad insertion rule. The usage reportprovides information about delivery of ads at a plurality of insertionpoints during playback of video media. The delivery of ads may becontrolled by applying one or more ad insertion rules, which specify aformat, a frequency or an insertion point for displaying the ad during aplayback of video media. The method includes collecting data regardingdelivery of ads at insertion points during playback of video media. Themethod includes identifying an ad insertion rule from the one or more adinsertion rules. The method includes generating from the collected dataa report providing a number of ads that were delivered by application ofthe identified ad insertion rule during the playback of the video media.

In some embodiments, the method includes collecting data providingtemporal information on the insertion points at which the ads weredisplayed during playback of video media. A report may be generated fromthe collected data the report to identify one or more points in time ofthe insertion points at which the ads were delivered during the playbackof the video media. The report may identify the one or more points intime the ads were delivered in relation to a length in time of the videomedia or a length of time of playback of the video media.

In another embodiment, the method includes collecting data identifying aprofile or behavior of a user associated with the ad insertion rule withthe insertion points at which the ads were displayed during playback ofvideo media. A report may be generated from the collected data thereport providing information from the profile or the behavior history ofthe user. The report may be generated to maintain anonymity of the user.Data may be collected identifying one or more user actions of a user viaa player of the video media. A report may be generated from thecollected data identifying the one or more user actions associated witheach of ads delivered at each of the insertion points during theplayback of the video media. A report may also be generated from thecollected data identifying user actions taken within the delivered ad.

In other embodiments, the method includes collecting data identifying aformat for each ad delivered via the ad insertion rule. The format mayinclude a type, location or a length of the ad. A report may begenerated from the collected data identifying the format used for eachof the ads delivered at each of the insertion points during the playbackof the video media. In some embodiments, the report may identify thenumber of delivered ads by format. A generated report may also identifya rule criteria that was met in triggering the one or more ad insertionrules.

In another aspect, the present invention is related a system generatinga usage report for an ad insertion rule. The usage report providesinformation about delivery of ads at a insertion points during playbackof video media. The video media may include a plurality of video mediaof variable length and the playback of each of the video media may be ofvariable duration. For example, the user may determine the duration ofthe playback. The delivery of ads may be controlled by applying one ormore ad insertion rules. The one or more ad insertion rules may specifya format, a frequency or an insertion point for displaying the ad duringplayback of video media. The system includes a data collection servicecollecting data regarding delivery of ads at insertion points duringplayback of video media. The system may include a user interface foridentifying an ad insertion rule from the one or more ad insertionrules. The system also includes a reporting service generating from thecollected data a report providing a number of ads that were delivered byapplication of the identified ad insertion rule during the playback ofthe video media. The data collection, reporting service and userinterface of the system may be deployed as a software as a service.

In some embodiments, the data collection service collects data providingtemporal information on the insertion points at which the ads weredisplayed during playback of video media. The reporting service maygenerate from the collected data the report to identify one or morepoints in time of the insertion points at which the ads were deliveredduring the playback of the video media. The reporting service maygenerate from the collected data the report to identify the one or morepoints in time the ads were delivered in relation to a length in time ofthe video media or a length of time of playback of the video media.

In other embodiments, the data collection service collects dataidentifying a profile or behavior of a user associated with theinsertion points at which the ads were displayed during playback ofvideo media. The reporting service may generate from the collected datathe report providing information from the profile or the behaviorhistory of the user. The reporting service generates from the collecteddata the report identifying user actions taken within the delivered ad.

In another embodiment of the system, the data collection servicecollects data identifying a format for each ad delivered via the adinsertion rule. The format may include a type, location or a length ofthe ad. The reporting service may generate from the collected data thereport identifying the format used for each of the ads delivered at eachof the insertion points during the playback of the video media The datacollection service may collect data identifying one or more user actionsof a user via a player of the video media. The reporting service maygenerate from the collected data the report identifying the one or moreuser actions associated with each of the ads delivered at each of theinsertion points during the playback of the video media. The reportingservice may also generate from the collected data the report to identifythe number of delivered ads by format.

In yet another aspect, the presenting invention is related to a methodfor forecasting total inventory for an ad to be displayed duringplayback of video media of variable length. The ad may be dynamicallyinserted during playback based on one or more ad insertion rules and theduration of playback may be of a variable length dynamically determinedby a user. The method includes collecting data on delivery of videomedia to one or more users and delivery of ads during playback of eachof the video media. The delivery of ads may be based on applying one ormore ad insertion rules during playback of video media. The method alsoincludes identifying from the collected data a number of times each ofthe video media was played during a time period and a number of adsdelivered via the ad insertion rules at the insertion points duringplayback of each of the video media over the time period. The methodalso includes receiving input identifying an ad requested to bedelivered during playback of the video media by applying a set of one ormore ad insertion rules, and determining a forecast of a total inventoryfor the requested ad based on the identified number of times each of thevideo media was played, the identified number of ads delivered duringplayback of each of the video media and the identified set of one ormore ad insertion rules. The forecast of the total inventory may bedetermined using a time series forecasting method.

In one embodiment, the method includes receiving input from a useridentifying the set of one or more ad insertion rules for determiningthe forecast. The forecast of the total inventory may be determining oneof estimating or predicting a number of times an ad may be displayedduring playback of the video media by applying the identified set of oneor more ad insertion rules. In some embodiments, the method includesidentifying from the collected data a day or a time during which each ofthe video media was played during the time period. The forecast of thetotal inventory may be determined based on the identified day or theidentified time of the played video media and received input identifyinga day or a time to deliver the requested ad.

In other embodiments, the method includes identifying from the collecteddata an audience segment for each of the video media played during thetime period. The audience segment may be identified based on a portionof a day, or a day part. The forecast of the total inventory may bedetermined based on the identified audience segment of the played videomedia and received input identifying a predetermined audience segmentfor which to deliver the requested ad.

In some aspects, the present invention is related to a method forforecasting a what-if scenario of total inventory for an ad to bedisplayed during playback of video media of variable length. The ad maybe dynamically inserted during playback based on one or more adinsertion rules. The duration of playback may be of a variable lengthdynamically determined by a user. The method includes collecting data ondelivery of a plurality of video media to one or more users and deliveryof ads during playback of each of the plurality of video media, thedelivery of ads based on applying one or more ad insertion rules duringplayback of video media. The method also includes identifying from thecollected data a number of times each of the video media was playedduring a time period, and a number of ads delivered via the ad insertionrules at points in time during playback of each of the video media overthe time period. The method also includes receiving input identifying anad requested to be delivered during playback of the plurality of videomedia, changing one or more ad insertion rules to be applied for therequested ad during playback of the video media, and determining aforecast of a total inventory for the requested ad based on theidentified number of times each of the media was played, the identifiednumber of ads delivered during playback of each of the video media andthe changed one or more ad insertion rules.

In some embodiments, the forecast of the total inventory may bedetermined by estimating or predicting a number of times an ad may bedisplayed during playback of the video media by applying the changed oneor more ad insertion rules. The forecast of the total inventory may alsobe determined based on the identified audience segment of the playedvideo media and received input identifying a predetermined audiencesegment for which to deliver the requested ad. One or more of a targetday, a time, a genre, audience segment or quantity for delivering therequested ad may be changed and the forecast of the total inventory maybe determined based on these changes.

In yet another aspect, the present invention is related to a method forforecasting a what-if scenario of a total inventory for an ad to bedisplayed during playback of video media based on target information.The method includes collecting data on delivery of video media to one ormore users and delivery of ads during playback of each of the pluralityof video media. The delivery of ads based on applying one or more adinsertion rules during playback of video media. The method includesidentifying from the collected data a number of times each of the videomedia was played during a time period, and a number of ads delivered viathe ad insertion rules at points in time during playback of each of thevideo media over the time period. The method includes receiving inputidentifying an ad requested to be delivered during playback of the videomedia and input identifying target information including a targetaudience, a target time period or a category for the requested ad. Themethod further includes the step of determining a forecast of a totalinventory for the requested ad based on the identified number of timeseach of the video media was played, the identified number of adsdelivered during playback of each of the video media and the identifiedtarget information. One or more of the target audience, the target timeperiod, or the category for delivering the requested ad may be changesand the forecast of the total inventory determined based on thesechanges.

The details of various embodiments of the invention are set forth in theaccompanying drawings and the description below.

BRIEF DESCRIPTION OF THE DRAWINGS

The foregoing and other objects, aspects, features, and advantages ofthe present invention will become more apparent and may be betterunderstood by referring to the following description taken inconjunction with the accompanying drawings, in which:

FIGS. 1A and 1B are block diagrams of embodiments of a computing devicefor practicing an embodiment of the present invention;

FIG. 2A is a block diagram of an embodiment of a media deliveryplatform;

FIG. 2B is a block diagram of an embodiment of client environment forpracticing an embodiment of the media delivery platform;

FIG. 2C is a block diagram of an embodiment of media management servicesof the media delivery platform;

FIG. 2D is a block diagram of an embodiment of workflow and publishingservices of the media delivery platform;

FIG. 2E is a block diagram of an embodiment of player experienceservices of the media delivery platform;

FIG. 2F is a block diagram of an embodiment of analytics services of themedia delivery platform;

FIG. 2G is a block diagram of an embodiment of advertising services ofthe media delivery platform;

FIG. 3A is a diagrammatic view of an embodiment of syndication servicesof the media delivery platform;

FIG. 3B is a block diagram of an embodiment of community servicesprovided by the media delivery platform;

FIG. 3C is an example pictorial of an embodiment of community siteintegration of the community services portion of the media deliveryplatform;

FIGS. 3D and 3E are example pictorials of an embodiment of an embeddedplayer feature of the community services portion of the media deliveryplatform;

FIG. 4A is a block diagram of an embodiment of an ad server platform;

FIG. 4B is a block diagram of an embodiment of an ad insertion rule;

FIG. 4C is a diagrammatic view of an example embodiment of ad positionsand ad types for an ad insertion rule;

FIG. 4D is a diagrammatic view of an example embodiment of user profileand user behavior information associated with an ad insertion rule;

FIG. 4E is a diagrammatic view of an example embodiment of ad insertionrules for inserting ads during a playback of video media;

FIG. 4F is a diagrammatic view of an example embodiment of ad insertionrules builder for establishing insertion points for displaying as duringplayback of video media;

FIG. 5A is a pictorial view of an embodiment of a console for specifyingad insertion rules;

FIG. 5B is a pictorial view of an embodiment of a console for specifyingcriteria for an ad insertion rule;

FIG. 5C is a pictorial view of an embodiment of a console for branding aplayer;

FIG. 5D is a pictorial view of an embodiment of a console for previewinga template of a branded player;

FIG. 5E is a pictorial view of an embodiment of a console for schedulingthe times for branding a player;

FIG. 5F is a pictorial view of another embodiment of a console forscheduling the times for branding a player;

FIG. 6A is a flow diagram of steps performed in practicing an embodimentof inserting ads during playback of video media via ad insertion rules;

FIG. 6B is a flow diagram of steps performed in practicing anotherembodiment of inserting ads during playback of video media via adinsertion rules based on user actions via a media player;

FIG. 6C is a flow diagram of steps performed in practicing anotherembodiment of inserting ads during playback of video media via adinsertion rules based on user actions via a site providing the videomedia;

FIG. 7A is a pictorial view of an example embodiment of an ad insertedduring playback of a video media;

FIG. 7B is a pictorial view of an example embodiment of an ad displayedafter selecting the ad inserted during playback of a video media asdepicted in FIG. 7A;

FIG. 7C is a pictorial view of an example embodiment of a call foraction at an end of the ad depicted in FIG. 7B;

FIG. 7D is a pictorial view of an example embodiment of submissionfeedback and availability of new video media after completing the callfor action depicted in FIG. 7C;

FIG. 7E is a pictorial view of another example embodiment of availablenew video clips as a result of a user taking a call for action;

FIG. 8A is a block diagram of an embodiment of data acquisition andreporting services of an embodiment of the ad services platform;

FIG. 8B depicts example embodiments of usage reports delivered via thead services platform;

FIG. 8C is a flow diagram of steps of an embodiment of a method forcollecting and reporting usage of ad insertion rules;

FIG. 9A is a block diagram of an embodiment of inventory forecastingservices of an embodiment of the ad services platform;

FIG. 9B is a diagrammatic view of embodiments of total inventorycomputations and parameter information for forecasting inventory; and

FIG. 9C is a flow diagram of steps of an embodiment of a method forforecasting inventory.

In the drawings, like reference numbers generally indicate identical,functionally similar, and/or structurally similar elements.

DESCRIPTION

Certain illustrative embodiments of the present invention are describedbelow. It is, however, expressly noted that the present invention is notlimited to these embodiments, but rather the intention is that additionsand modifications to what is expressly described herein also areincluded within the scope of the invention. Moreover, it is to beunderstood that the features of the various embodiments described hereinare not mutually exclusive and can exist in various combinations andpermutations, even if such combinations or permutations are notexpressly made herein, without departing from the spirit and scope ofthe invention.

The illustrative embodiments of the media delivery platform describedherein provide a solution for creating, distributing and managingintelligent and cost-effective delivery of video, audio and broadbandmedia content over a network, such as the Internet, to desktop, mobilecomputing, and network connected devices. In some embodiments, the mediadelivery platform provides an Internet Protocol or IP TV platform tocreate, distribute and manage Internet based or broadband based video,such as direct-to-consumer broadband video channels. The media platformprovides Internet-based video publishing, syndication and communitybuilding functionality and services. The media delivery platform alsoprovides content and advertising network integration in support ofmonetizing media assets via delivery of Internet based advertisement inconjunction with video.

In some embodiments and as will be discussed in greater detail below,the media delivery platform includes an ad delivery platform, or adplatform, to provide functionality for the delivery of on-demand videoadvertisement. The ad platform provides a solution for the compositionof ads in video streams by controlling ad insertion frequency and formatof the ad based on information, such as a user profile, user behaviorhistory, topic of the stream to be delivered, duration of the video orad, and/or the popularity rating of the video or ad. The ad platformprovides flexible and user configurable ad insertion rules to determinethe insertion frequency and format for the delivery of ads duringplayback of on demand video media. The ad platform also provides areporting tool and usage reports identifying delivery of ads based onthese ad insertion rules. In other embodiments, the ad platform alsoincludes an ad inventory management and forecasting tool for determiningthe available inventory of ad placement based on data collected over aperiod of time regarding the delivery of ads and the one or more adinsertion rules to be used for the delivery of a desired ad.

Computing Environment

Prior to discussing the details of the embodiments of the media deliveryplatform of the present solution, a computing environment for operatingthe media delivery platform, or any portions thereof, is discussed.FIGS. 1A and 1B depict block diagrams of a computing device 100, and insome embodiments, also referred to as a network connected device 100,useful for practicing an embodiment of the systems described herein. Asshown in FIGS. 1A and 1B, each computing device 100 includes a centralprocessing unit 102, and a main memory unit 122. As shown in FIG. 1A, atypical computing device 100 may include a visual display device 124, akeyboard 126 and/or a pointing device 127, such as a mouse. In someembodiments, the visual display device 124 and any related hardwareand/or software supports and is capable of displaying high-definitionvideo as described in detail further herein. Each computing device 100may also include additional optional elements, such as one or moreinput/output devices 130 a-130 b (generally referred to using referencenumeral 130), and a cache memory 140 in communication with the centralprocessing unit 102.

The central processing unit 102 is any logic circuitry that responds toand processes instructions fetched from the main memory unit 122. Inmany embodiments, the central processing unit is provided by amicroprocessor unit, such as: those manufactured by Intel Corporation ofMountain View, Calif.; those manufactured by Motorola Corporation ofSchaumburg, Ill.; those manufactured by Transmeta Corporation of SantaClara, Calif.; those manufactured by International Business Machines ofWhite Plains, N.Y.; or those manufactured by Advanced Micro Devices ofSunnyvale, Calif. The computing device 100 may be based on any of theseprocessors, or any other processor capable of operating as describedherein.

Main memory unit 122 may be one or more memory chips capable of storingdata and allowing any storage location to be directly accessed by themicroprocessor 102, such as Static random access memory (SRAM), BurstSRAM or SynchBurst SRAM (BSRAM), Dynamic random access memory (DRAM),Fast Page Mode DRAM (FPM DRAM), Enhanced DRAM (EDRAM), Extended DataOutput RAM (EDO RAM), Extended Data Output DRAM (EDO DRAM), BurstExtended Data Output DRAM (BEDO DRAM), Enhanced DRAM (EDRAM),synchronous DRAM (SDRAM), JEDEC SRAM, PC100 SDRAM, Double Data RateSDRAM (DDR SDRAM), Enhanced SDRAM (ESDRAM), SyncLink DRAM (SLDRAM),Direct Rambus DRAM (DRDRAM), or Ferroelectric RAM (FRAM). The mainmemory 122 may be based on any of the above described memory chips, orany other available memory chips capable of operating as describedherein. In the embodiment shown in FIG. 1A, the processor 102communicates with main memory 122 via a system bus 150 (described inmore detail below). FIG. 1A depicts an embodiment of a computing device100 in which the processor communicates directly with main memory 122via a memory port 103. For example, in FIG. 1B the main memory 122 maybe DRDRAM.

FIG. 1B depicts an embodiment in which the main processor 102communicates directly with cache memory 140 via a secondary bus,sometimes referred to as a backside bus. In other embodiments, the mainprocessor 102 communicates with cache memory 140 using the system bus150. Cache memory 140 typically has a faster response time than mainmemory 122 and is typically provided by SRAM, BSRAM, or EDRAM.

In the embodiment shown in FIG. 1A, the processor 102 communicates withvarious I/O devices 130 via a local system bus 150. Various busses maybe used to connect the central processing unit 102 to any of the I/Odevices 130, including a VESA VL bus, an ISA bus, an EISA bus, aMicroChannel Architecture (MCA) bus, a PCI bus, a PCI-X bus, aPCI-Express bus, or a NuBus. For embodiments in which the I/O device isa video display 124, the processor 102 may use an Advanced Graphics Port(AGP) to communicate with the display 124. FIG. 1B depicts an embodimentof a computer 100 in which the main processor 102 communicates directlywith I/O device 130 b via HyperTransport, Rapid I/O, or InfiniBand. FIG.1B also depicts an embodiment in which local busses and directcommunication are mixed: the processor 102 communicates with I/O device130 a using a local interconnected bus while communicating with I/Odevice 130 b directly.

The computing device 100 may support any suitable installation device116, such as a floppy disk drive for receiving floppy disks such as3.5-inch, 5.25-inch disks or ZIP disks, a CD-ROM drive, a CD-R/RW drive,a DVD-ROM drive, tape drives of various formats, USB device, hard-driveor any other device suitable for installing software and programs suchas any software 120, or portion thereof, related to the intelligentdelivery system described herein. The computing device 100 may furthercomprise a storage device 128, such as one or more hard disk drives orredundant arrays of independent disks, for storing an operating systemand other related software, and for storing application softwareprograms such as any program related to the intelligent delivery system120. Optionally, any of the installation devices 116 could also be usedas the storage device 128.

Furthermore, the computing device 100 may include a network interface118 to interface to a Local Area Network (LAN), Wide Area Network (WAN)or the Internet through a variety of connections including, but notlimited to, standard telephone lines, LAN or WAN links (e.g., 802.11,T1, T3, 56 kb, X.25), broadband connections (e.g., ISDN, Frame Relay,ATM), wireless connections, or some combination of any or all of theabove. The network interface 118 may comprise a built-in networkadapter, network interface card, PCMCIA network card, card bus networkadapter, wireless network adapter, USB network adapter, modem or anyother device suitable for interfacing the computing device 100 to anytype of network capable of communication and performing the operationsdescribed herein.

A wide variety of I/O devices 130 a-130 n may be present in thecomputing device 100. Input devices include keyboards, mice, trackpads,trackballs, microphones, and drawing tablets. Output devices includevideo displays, speakers, inkjet printers, laser printers, anddye-sublimation printers. The I/O devices may be controlled by an I/Ocontroller 123 as shown in FIG. 1A. The I/O controller may control oneor more I/O devices such as a keyboard 126 and a pointing device 127,e.g., a mouse or optical pen. Furthermore, an I/O device may alsoprovide storage 128 and/or an installation medium 116 for the computingdevice 100. In still other embodiments, the computing device 100 mayprovide USB connections to receive handheld USB storage devices such asthe USB Flash Drive line of devices manufactured by Twintech Industry,Inc. of Los Alamitos, Calif. In one embodiment, the computing device 100may provide a USB connection to receive a media playing or media storagedevice, such as an iPod device manufactured by Apple Computer ofCupertino, Calif.

In further embodiments, an I/O device 130 may be a bridge 170 betweenthe system bus 150 and an external communication bus, such as a USB bus,an Apple Desktop Bus, an RS-232 serial connection, a SCSI bus, aFireWire bus, a FireWire 800 bus, an Ethernet bus, an AppleTalk bus, aGigabit Ethernet bus, an Asynchronous Transfer Mode bus, a HIPPI bus, aSuper HIPPI bus, a SerialPlus bus, a SCI/LAMP bus, a FibreChannel bus,or a Serial Attached small computer system interface bus.

A computing device 100 of the sort depicted in FIGS. 1A and 1B typicallyoperate under the control of operating systems, which control schedulingof tasks and access to system resources. The computing device 100 can berunning any operating system such as any of the versions of theMicrosoft® Windows operating systems, the different releases of the Unixand Linux operating systems, any version of the Mac OS® for Macintoshcomputers, any embedded operating system, any network operating system,any real-time operating system, any open source operating system, anyproprietary operating system, any operating systems for mobile computingdevices or network devices, or any other operating system capable ofrunning on the computing device and performing the operations describedherein. Typical operating systems include: WINDOWS 3.x, WINDOWS 95,WINDOWS 98, WINDOWS 2000, WINDOWS NT 3.51, WINDOWS NT 4.0, WINDOWS CE,and WINDOWS XP, all of which are manufactured by Microsoft Corporationof Redmond, Wash.; MacOS, manufactured by Apple Computer of Cupertino,Calif.; OS/2, manufactured by International Business Machines of Armonk,N.Y.; and Linux, a freely-available operating system distributed byCaldera Corp. of Salt Lake City, Utah, or any type and/or form of a Unixoperating system, among others.

In other embodiments, the computing device 100 may have differentprocessors, operating systems, and input devices consistent with thedevice. The computing device 100 can be any workstation, desktopcomputer, laptop or notebook computer, server, handheld computer, mobiletelephone or other portable telecommunication device, media playingdevice, a gaming system, or any other type and/or form of computing,telecommunications or media device that is capable of communication andthat has sufficient processor power and memory capacity to perform theoperations described herein. For example, the computing device 100 maycomprise a device of the iPod family of devices manufactured by AppleComputer of Cupertino, Calif., a Playstation 2, Playstation 3, orPersonal Playstation® Portable (PSP) device manufactured by the SonyCorporation of Tokyo, Japan, a Nintendo DS™ or Nintendo Revolution™device manufactured by Nintendo Co., Ltd., of Kyoto, Japan, or a Xbox™or Xbox 360™ device manufactured by the Microsoft Corporation ofRedmond, Wash.

Media Platform

Referring now to FIG. 2A, an embodiment of an environment andarchitecture of a media delivery platform, or media platform, isdepicted. In brief overview, the media platform 200 is in communicationwith a network 204 to deliver media, such as video, to one or morenetwork connected devices 100, such as clients 202A-202N (also generallyreferred herein as client(s) 202). The media platform 200 may reside,operate or execute on one or more computing devices 100, such as servers206A-206N (also generally referred herein as server(s) 206). The mediaplatform 200 may also communicate with a second network 204′, such as toa server 206 of a content and/or advertising service, provider orapplication. The media platform 200 may obtain from the servers206A-206N media assets and/or advertisements for delivery to the clients202. The media platform 200 may include one or more of the followingservices for creating and managing delivery of video media over anetwork 204 to one or more clients: 1) media management 220, 2) workflowand publishing 230, 3) player experience 240, 4) analytics and reporting250, and 5) advertising 260. The media platform 200 provides a userinterface 210, referred to as a console, for accessing thefunctionality, operations or logic provided by these services.

The media management service 220 of the media platform 200 providesfunctionality, operations and/or logic to upload and manage media fileswith associated metadata. The media management service 220 also controlshow media is accessed and consumed by applying business rules. The mediamanagement service 200 may provide services for automated videoingestion and multi-format transcoding of media. Also, the mediamanagement service 200 may provide functionality to enrich or addadditional data to the metadata associated with a video. The workflowand publishing services 230 provides an application via the console 210to allow a user to select and customize media players, search and selectcontent, build play lists of media and content, and/or publish playersto websites and network connected devices. The player experienceservices 240 provides functionality to enable a user to create a mediaplayer based on player template and/or to customize or create a customplayer using a player development toolkit.

The advertising services 260 of the media platform 200 providesfunctionality for the delivery of advertisement, such as Internet basedand video ads, in conjunction with delivery of video media to networkconnected devices 100. In one embodiment, the advertising services 260includes an ad server platform, discussed in further detail below, tocreate, manage and use ad insertion rules to control and/or optimize thetiming and format of delivery of ads during playback of video media. Theadvertising services 260 may integrate or communicate with content andadvertisement providers, applications or systems, such as those providedby Lightningcast, Inc. of Washington, D.C., which is owned by AOL, LLCof Dulles, Va., or by DoubleClick, Inc. of New York, N.Y. The analyticsand reporting services 260 provides alerts, reports and/or dashboards toprovide information on performance and operation of delivery of videomedia and advertisements via the media platform 200. In one embodiment,the ad server platform provides usage reports on the delivery of ads viaad insertion rules.

In some embodiments, the media platform 200 includes the Maven InternetTV Platform, or any portion thereof, manufactured or otherwise providedby Maven Networks, Inc. of Cambridge, Mass. In other embodiments, themedia platform 200 includes any of the services, functionality, and/orsoftware, or portions thereof manufactured or otherwise provided byBrightcove, Inc. of Cambridge, Mass. In some embodiments, the mediaplatform 200, or portions thereof is provided, as a Software As AService (SAAS) model or under an Application Service Provider model. Inother embodiments, the media platform 200, or portions thereof, may beprovided embodied as an appliance. The media platform 200 may includesoftware, hardware, or any combination thereof. Any of the services ofthe media platform 200 may comprise an application, program, library,script, service, process, task or any other type and/or form ofexecutable instructions. These services may be implemented as any typeand form of web services, via Extensible Markup Language (XML) or anyother type and form of programming or scripting language, methodology orarchitecture.

The console 210 includes any type and form of graphical user interfacefor providing, displaying or otherwise accessing the functionality,logic or operations provided by the services of the media platform 200.The console 210 may include an application, program, library, script,service, process, task or any other type and/or form of executableinstructions. In some embodiments, the console 210 is a browser-basedinterface. In one embodiment, the console 210 includes any type and formof Rich Internet Application. In other embodiments, the console 210provides content, such as web page files, e.g., AJAX, HTML file, DynamicHTML (DHTML), Flash within HTML, ActiveX or JavaScript to display via auser interface.

Although FIG. 2A shows a network 204 and a network 204′ (also generallyreferred herein as network 204) between the clients 202 and the servers206, the clients 102 and the servers 106 may be on the same network 204.The networks 204 and 204′ can be the same type of network or differenttypes of networks. The network 204 and/or the network 204′ can be alocal-area network (LAN), such as a company Intranet, a metropolitanarea network (MAN), or a wide area network (WAN), such as the Internetor the World Wide Web. In one embodiment, network 204′ may be a privatenetwork and network 204 may be a public network. In some embodiments,network 204 may be a private network and network 204′ a public network.In another embodiment, networks 204 and 204′ may both be privatenetworks. In some embodiments, a client 202 may be located at a remotelocation communicating via a WAN connection over the network 204 to theservers 206 located at a corporate data center.

The network 204 and/or 204′ be any type and/or form of network and mayinclude any of the following: a point to point network, a broadcastnetwork, a wide area network, a local area network, a telecommunicationsnetwork, a data communication network, a computer network, an ATM(Asynchronous Transfer Mode) network, a SONET (Synchronous OpticalNetwork) network, a SDH (Synchronous Digital Hierarchy) network, awireless network and a wireline network. In some embodiments, thenetwork 204 may comprise a wireless link, such as an infrared channel orsatellite band. The topology of the network 204 and/or 204′ may be abus, star, or ring network topology. The network 204 and/or 204′ andnetwork topology may be of any such network or network topology as knownto those ordinarily skilled in the art capable of supporting theoperations described herein.

The media platform 200 may be used to deliver video media and/oradvertisement to a client via a media player. Referring now to FIG. 2B,embodiments of a client 202 for receiving delivery of video contentand/or ads are depicted. In brief overview, a client 202A may include abrowser 245 for connecting to, communicating with and receiving contentvia a network 204 from one or more servers 206. The client 202A mayconnect via the browser 245 to a web site providing a media player 215,such as a media player embedded in online content of a web page. In someembodiments, the client 202A, browser 245 or player 215 may accessoffline content via memory or storage accessible by client 202A, such asvia a cache. In other embodiments, the browser 245 or player 215provides access to both online and offline content.

The browser 245 comprises any type and/or form of application, program,service, library, process, or set of executable instructions foraccessing content via a network, such as the Internet using uniformresource locators. The browser 245 may include any type and form ofgraphical user interface. The browser 245 may be, for example, aMicrosoft® Internet Explorer browser and/or Netscape™ browser, or aFireFox browser.

In another embodiment, a client 202B may include a media player 215 orapplication for playing media, such as video, and/or for displaying anytype and form of graphical user interfaces. In one embodiment, theplayer 215 or application provides access to or plays downloaded oroffline content. In some embodiment, the player 215 accesses content orreceives delivery of content via a network 204. In one embodiment, theplayer 215 provides access to both online and offline content.

The media player 215 may include any type and/or form of software,hardware, or combination of software and hardware for experiencing,running, or otherwise playing a media in any form, such as various typesand forms of information and data, electronic, digital or otherwise, forconveying information via text, audio, graphics, animation, video and/orinteractivity. In some cases, multimedia may also refer to the use of aplurality of media, such as video, audio and data. Additionally, themedia to be played by the media player 215 may be in any form or unit ofinformation, such as a file, data structure or object in memory, data orinformation stored on physical media of a storage device 128 or I/Odevice 130 of a computing device 100, or data signals transmitted orpropagated via a network, e.g., streaming media. Furthermore, the typeand/or format of the media may include a container format such as 3gp,AVI, ASF, Matroska, MOV, MP4, NUT, Ogg, RealMedia, a video codec such as3ivx, Cinepak, DivX, DV, H.263, H.264/MPEG-4 AVC, HuffYUV, Indeo, MJPEG,MPEG-1, MPEG-2, MPEG-4, RealVideo, Sorenson, Theora, WMV, XviD, and/oraudio codecs, such as AAC, AC3, ALAC, AMR, FLAC, MP3, RealAudio,Shorten, Speex, Vorbis, and WMA. In these embodiments, the media player215 may read and process a media of any type and/or format.

In some embodiments, the media player 215 comprises an application,program, library, script, service, process, task or any other typeand/or form of executable instructions.

In one embodiment, the media player 215 comprises one of the following:the Windows Media Player manufactured by the Microsoft Corporation ofRedmond, Wash., iTunes or QuickTime manufactured by Apple Computer, Inc.of Cupertino, Calif., RealPlayer® manufactured by RealNetworks, Inc. ofSeattle, Wash., or Macromedia Flash Player manufactured by Adobe SystemsIncorporated of San Jose, Calif. In other embodiments, the media player215 includes any custom, proprietary, open source, shareware, freewareor any other type of application, program or executable instructionscapable of playing media, either for a specific purpose or otherwise foran general or desired purposes. Additionally, the media player 215 mayinclude any type and/or form of user interface, graphical or otherwise,for accessing, controlling, managing, or otherwise providing inputand/or receiving output regarding media and/or the playing of media.

Referring now to FIG. 2C, an embodiment of the media management services220 of the media platform 200 is depicted. In brief overview, the mediamanagement service 220 includes the following functionality, services,operations, logic or components: 1) media ingestion 221, 2) support forexternal media assets 222, 3) video transcoding 223, 4) thumbnailgeneration and video sizing services 224, 5) metadata extraction 225,and 6) metadata management 226.

The media ingestion services or component 221 provides an interface andmechanism for uploading content via any type and form of protocol. Inone embodiment, the media ingestion service 221 provides a browser-basedmedia upload interface for uploading media via HyperText TransferProtocol (HTTP) or File Transfer Protocol (FTP). In some embodiments,the media ingestion service 221 provides for bulk upload of multiplemedia files, assets or content from one or more sources, such as servers206. For example, the media ingestion service 221 may use any type andform of bulk or batch FTP transfers to upload multiple media files. Inother embodiments, the media ingestion service 221 interfaces,integrates or communicated with an external system or application toobtain or transfer media. For example, the media ingestion service 221may interface with a content management system (CMS) or a digital assetmanagement (DAM) system. The media ingestion service 221 may store anyingested media into any type and form of storage or memory of the one ormore computing devices used by the media platform 200.

The external media asset services component 222 may provide any type andform of interface and mechanism for identifying, managing, maintainingor otherwise supporting the use of media assets and files stored instorage external to the media platform 200, such as on a server 106. Theexternal media asset services 222 may use any type and form of databaseor tracking system to identify and track externally stored media.

The transcoding service 223 includes any type and form of executableinstructions, logic or function for converting media content from oneformat or codec to another format or codec. In some embodiments, thetranscoding service 223 automatically converts ingested media to apredetermined format or codec for use by the media platform 200. In oneembodiment, the process of transcoding is the digital-to-digitalconversion of media from one format or codec to another format or codec.In another embodiment, the transcoding service 223 changes a media fromone bitrate to another bitrate, for example decreasing the bitrate of amedia. In some embodiment, the transcoding service 223 coverts from alossless format to a lossy format. In other embodiments, the transcodingservice 223 decodes a first format into an intermediate format and thenencodes the intermediate format into a second format. The transcodingservice 223 may support the encoding, decoding, conversion ortranslation of any media format and/or bitrate, including but notlimited to Flash Video format (FLV) and Windows Media Video format(WMV).

The thumbnail and video sizing service 224 includes any type and form ofinterface and mechanism for generating a different sized version of aningested or externally controlled media file. In one embodiment, theservice 224 automatically generates a thumbnail media file for anyreceived or ingested media file. In other embodiments, the service 224automatically generates one or more different versions of an ingestedmedia file, each having a different size. In another embodiment, theservice 224 received a media file and modifies the media file to have adifferent size. In some embodiment, the service 224 modifies, convertsor generates a media file providing a video of a different resolution.

The metadata extraction service 225 provides an interface and mechanismfor extracting any information and/or metadata associated with a mediafile or asset, such as metadata transferred with a video. In someembodiments, the metadata extraction service 225 automatically extractsor otherwise obtains metadata from ingested video files. The metadatamay include data identifying runtime, format and/or bitrate informationregarding a video. In one embodiment, the service 225 extracts metadatafrom the video or media file. In other embodiments, the service 225extracts metadata from a file, data structure or objects associated withthe video or media file.

The metadata management service 226 provides logic, function, rulesand/or operations to create, edit, modify or otherwise manage anyinformation and/or metadata associated with a media file or asset. Inone embodiment, the metadata management service 226 provides aninterface to extend metadata fields associated with media, such as anyof the following fields: title, short description, long description,genre classification, keywords, thumbnail, available date, expirationdata and geography restrictions. In another embodiment, the metadatamanagement service 226 provides a user interface for a user to create,edit or modify fields and values of the fields of the metadataassociated with the media.

Referring now to FIG. 2D, an embodiment of the workflow and publishingservices 230 of the media platform 200 is depicted. In brief overview,the workflow and publishing services 230 includes the followingfunctionality, services, operations, logic or components: 1) role basedpermissions 231, 2) concurrent publishing 232, 3) playlist creation 233,4) staging services 234, and 5) search engine optimization 235.

The role based permission functionality 231 provides an interface andmechanism to configure roles and permission for any user of the mediaplatform 200. The role based permission 231 may provide any type andform of user interface to create, edit and modify roles and permissionfor users, or groups or category of users. The role based permissions231 can include rules controlling which affiliates or business partnerscan access content and what type of access the affiliate or businesspartner has. The role based permissions 231 can include rules on whatcontent an end user may have access to and the type of access. Forexample, a role based permission rule may control where an end user orconsumer can view content geographically or by location.

The publishing features 232 of the publishing service 230 providesworkflow functionality, interfaces and logic for video channels to becreated, edit, managed and published. In some embodiments, thepublishing features provide for multiple video channels to beconcurrently or simultaneously created, edit, managed, and published. Insome embodiments, this enables multiple users to work on differenteditions of the same video channel in parallel.

The playlist creation service 233 provides an interface and mechanismfor a user to identify, select, organize and/or arrange a list of videomedia, such as by video titles, to be played by a media player 215. Insome embodiments, the playlist creation service 233 provides for thecreation of dynamic playlists that update content automatically, basedon one or more of the following: video title, description, genre,keywords, dates and owner-based rules. The staging services portion 234of the service 230 provides for the provisioning of a stagingenvironment to test any configuration or portion of the media platform.In some embodiment, the staging service 234 provides a secureenvironment to review and test a media player and/or a published videochannel.

The search engine optimization service 235 includes any type and form oflogic, functions, or operations to optimize the search of video mediaprovided via the media platform 200 in one or more target searchengines. The search engine optimization service 235 may generate anExtensible Markup Language sitemap for any content or video channelcreated, published or managed via the media platform 200. In some cases,the search engine optimization service generates a Media RSS or MRSSdata for syndicating multimedia files in RSS feeds. In one embodiment,the Media RSS content generated by the search engine optimizationservice 235 is used to feed media files into Yahoo! Video Searchmanufactured by Yahoo, Inc. of Sunnyvale, Calif., which is a feature ofYahoo! Search that allows to search for video files. In someembodiments, the search engine optimization service 235 converts dynamiccontent to be published via a media player into one or more snapshots ofstatic content and feeds these snapshots of information to a searchengine. As new content for a player becomes available, the search engineoptimization service 235 may automatically convert the new content intostatic content and feed the converted content to the search engine.

Referring now to FIG. 2E, an embodiment of the player experienceservices 240 of the media platform 200 is depicted. In brief overview,the player experience services 240 includes the following functionality,services, operations, logic or components: 1) player templates 242, 2)pre-built player functionality 244, 3) branding control 246, and 4) aflash toolkit 248.

The player experience service 240 includes one or more player templates242. In one embodiment, a player template 242 is a pre-built mediaplayer 215 that may be further customized by a user or otherwise used asprovided. In other embodiments, a player template 242 includes pre-builtcontent to be used by or access via a media player 215. This pre-builtcontent may be further customized by a user or otherwise used asprovided. The player template 242 may include any type and form ofplayer content or use any type of script, programming or media playerauthoring language or tool, such as Flash and/or Dynamic HyperTextMarkup Language (DHTML) content. In some embodiments, the console 210provides a graphical user interface to create, edit, modify, manage orotherwise provide a player template 242. In other embodiments, theconsole 210 provides a graphical user interface to create, edit, modify,manage or otherwise provide a media player 215 using a pre-built playertemplate 242.

The player experience services 240 may also include any type and form ofpre-built player functionality 244, such as for example any of thefollowing player features: 1) category navigation, 2) playback control,3) volume control, 4) expanded video windows/window controls, 5)send-to-a-friend, 6) embed video and player links, 7) community siteembedding, 8) RSS subscription, 9) search, 10) links, 11) auto-play and12) add-to-favorites. Via scripting, programming or any other type andform of media player authoring tool or language, additional desiredfeatures for a media player may be added to a pre-built template 242 orto the pre-built player functionality 244. For example, a user mayauthor Flash or Dynamic HTML content that be added, selected and used aspart of the player experience services 240.

The branding control component 246 of the player experience services 240provides branding control of a media player 215 via user interfacefunctionality and configuration of the console 210. The branding control246 provides an interface and mechanisms to configure the graphicalrepresentation and presentation of a media player 215. In someembodiments, the branding control 246 provides aWhat-You-See-Is-What-You-Get (WYSIWYG) environment for designing andconfiguring the graphical look and feel of a media player 215. With thebranding control 246 configuration, a user may design, configure orprovide a media player 215 with a graphical representation that matches,corresponds or identifies with a company, company logo, or enterprisebranding.

The player experience services 240 also includes, in some embodiments, aFlash toolkit 248 to allow a user to create, edit, manage or customizeone or more media players 215 either from a pre-built template 242 orotherwise. The Flash toolkit 248 may provide a development environmentfor a user to design, create, edit or test any type and form of Flash orDHTML content. The toolkit 248 may include an application programminginterface to access any of the functionality of any of the services ofthe media platform 200. Although the toolkit 248 is generally referredto as using the Flash media authoring language, the toolkit 248 may bedesigned and constructed for any type and form of media authoringlanguage and may provide a development for a user create any mediaplayer and associated content with a media authoring language.

Referring now to FIG. 2F, an embodiment of the analytics services 250 ofthe media platform 200 is depicted. In brief overview, the analyticsservices 250 includes the following functionality, services, operations,logic or components: 1) measurement functions 251, 2) pre-built reports252, 3) viral reporting 253, 4) affiliate-level access 254, 5) Qualityof Service 255 and 6) exporting 256.

The measurement functions 251 of the analytics services 250 include anytype and form of function, logic or operations to detect, measure, trackand/or collect data associated with any action, activity or transactionoccurring via the media platform, or any portion thereof. In someembodiments, the measurement functions 251 detect and tracks actions ofa user via the media player 215, such as player control actions ornavigation patterns. In other embodiments, the measurement functions 251detects and tracks actions of a user via a web-site providing the videomedia or media player 215. The measurement functions 251 may detect,measure, and track any activity of a media player, a user or anyoperation of the media platform 200 on a predetermined frequency, suchas every hour or on a daily basis. For example, the measurementfunctions 251 may measure the number of playbacks and duration of theplayback for any one or more video clips. In another example, themeasurement functions 251 may measure the number of views, clicks, useractions, or revenue generated in association with any one or morevideos, such as to identify which video, content or video channel isgenerating the most views, clicks, user actions, or associated revenue.

The analytics services 250 may provide one or more pre-built reports252. The pre-built reports 252 comprise any type and form of reportinguser interface, such as a dashboard, to visually present informationrelated to the measurement, performance, and/or operation of the mediaplatform 200 or the delivery of content and/or advertisement via themedia platform 200. In some embodiments, a pre-built report 252 providesinformation related to the measurement, performance and/or operation ofa video clip, group of video clips or a video channel.

The analytics services 250 may also include via the viral reportingfunctionality 253 the measurement and tracking of information related tothe use and playing of video content and media players distributed to aplurality of users. For example, the viral reporting functionality 253and/or a measurement function 251 may track the number, location andusers receiving or using video content and media players distributed viathe media platform 200, such as via a published video channel. Forexample, users or consumers of a published video channel may share andembed published content to other web-sites, blogs and community sites.The viral reporting functionality 253 identifies and provides a reporton the number, location and identity of these sites having the content.From the viral reporting functionality 253, a report may be provided toidentify the viral sites having the most content, traffic or generatingthe most revenue.

The analytics services 250 may provide functionality 254 to control theaccess of affiliates to any of the reports, dashboard, and operationalor performance measurement information provided by the analyticsservices. Via the affiliate-level access control 254, a publisher ofcontent or content owner may design, configure and control the reportinginformation any affiliate may access via the media platform 200. In someembodiments, the affiliate-level access control 254 may be used toprovide different levels of access to different affiliates. In otherembodiments, the affiliate-level access control 254 may be used toprovide different reports, such as different pre-built reports 252, toeach affiliate.

The analytics services 250 may also include a Quality of Service (QoS)measurement, diagnostic and reporting functionality 255. In someembodiments, the QoS functionality detects, measures, diagnoses andprovides analytical reports on the availability, operation and/orperformance of network-level service, application-level services, andthe performance with respect to the user's experience with consuming orviewing content via the media platform 200. In one embodiment, the QoS255 includes any portion of the Keynote Stream Perspective™ productmanufactured by Keynote Systems, Inc. of San Mateo, Calif.

The analytics service 250 may also include exporting functionality 256to convert, translate, encode or otherwise provide data from any data,report or information accessible by or via the analytics service 250 toa predetermined format, such as Extensible Markeup Language (XML),Microsoft Excel format (XLS), or Abode's Portable Document Format (PDF).

Referring now to FIG. 2G, an embodiment of the advertising services 260of the media platform 200 is depicted. The advertising service 260provides functionality and support to monetize media assets via use ofadvertisement, such as online, video, or Internet based advertisement.In brief overview, the advertising services 260 includes the followingfunctionality, services, operations, logic or components: 1) ad networkintegration 261, 2) advertising formats 262, 3) affiliate ad networksupport 263, and an ad server platform 265.

The advertising services 260 of the media platform includes an adnetwork integration component 261 to interface, communicate andcoordinate with advertisement network providers 269. An ad network 269comprises any type and form of aggregator or broker of advertisinginventory for many web sites. In some embodiments, an ad network 269 isconsidered a sales representative for the web sites within a network. Inone embodiment, the ad network 269 includes any of the advertisementservices and products provided by Lightingcast. In another embodiment,the ad network 269 includes any of the advertisement services andproducts provided by DoubleClick. The ad network integration components261 may include any type and form of application programming interface,programming language, and tools and use any type and form of one or morecommunication, networking or application layer protocols to interface orcommunicate with an ad network 269.

In some embodiments, the ad network integration 261 provides interfacesand communicates with multiple ad networks, concurrently,simultaneously, subsequently or otherwise. The advertising services 260includes support for affiliate ad networks by providing functionality263 to allow the use of multiple ad networks 261 from a single account.In this manner and in some embodiments, each affiliate or businesspartner can use an affiliate determined or specified ad network 261 tomanage and sell advertisement inventory.

The advertising services 260 provide an interface and configurationmechanism to design, configure, or otherwise create and use any type andform of format for advertising. An ad may comprise any visual orgraphical information, representation or display. An ad may includevideo, audio, data, text, graphics, pictures, HTML, DHTML, Flash or webpage content, applets, programming language, scripts, uniform resourcelocators, or any combination thereof. The ad format may include any typeand form of video effects or overlays such as a bug style ad format orvideo curtain type of ad format. As will be described in further detailbelow, an ad format may specify the type, location, and duration of anad. For example, an ad format may specify the ad as a pre or post-rollvideo. In some embodiments, the advertising formats 262 includes any ofthe formats supported, specified or identified by the InteractiveAdvertising Bureau (IAB) and/or any of the IAN standards or guidelines.

Referring now to FIG. 3A, an embodiment of the syndication services 300of the media platform 200 is depicted. The syndication services 300allow a publisher or distributor of video media to control the reach ofdistribution and media consumption of video assets. Syndication services300 provide affiliate account set up and allow the video asset owner tocontrol which services of the media platform 200 the affiliate hasaccess to, such as any of the media management, workflow and publishing,player experience, analytics, advertising and community servicesdescribed herein. For example, a video asset owner can configureaffiliate accounts in the media platform 200 to determine whichaffiliates can access the assets and specify the geographical regionswhere the video may be viewed. Further to the example, the video assetowner may control if the video content is played by a provided player orin the affiliate's media player.

In brief overview, the syndication services 300 includes the followingfunctionality, services, operations, logic or components: 1) affiliatemanagement 305, 2) video ingestion workflow 310, 3) media control 315,4) national/local advertising services 320, and 5) media, playlist andplayer syndication services 325.

The affiliate management 305 of the syndication services 300 includesany type and form of function, logic or operations and user interface toprovide setup, management and configuration of one or more affiliateaccounts. Via the console 210, a user may setup or otherwise establishan account, which may be referred to as account registration. The dataor information of the account may identify one or more entities,persons, contact information, type of account, payment and paymentplans, and account and activity history. A user may be able to configurethe account and add, modify or delete one or more account settings. Insome cases, account settings may be local to one affiliate. In othercases, an account setting may be global to multiple affiliates. Anaccount setting may control or establish which ad network or adinsertion frequency to use. An account setting may also control orestablish, ad inventory allocation, and provide ad publishingrestrictions. The account management 305 includes self-serviceregistration. With self-service registration, a user may via the console210 sign up for an affiliate account. The content owner may qualify andapprove the affiliate. Account management 305 may also include automatedemail notices with regards to new account activation, accountdeactivation, and account setting changes. The automated emailnotifications may streamline the affiliate communication process.

The account management service 305 supports multiple business models andallows a user to configure an affiliate account for distributing videocontent provided by a content owner or distributor, content supplied bythe affiliate or both. The account management 305 provides a userinterface and configuration to establish and configure a role for anaffiliate. A role identifies an affiliate's access right to a portion,or all, of the video content and which features and services of themedia platform the affiliate may access. In one case, a role may beconfigured for an affiliate such that the affiliate can only use apublished player of the video content distributor. A role may beconfigured with respect to feature and services of the media platformrelated to uploading and managing content, creating and managingplayers, creating and managing templates, creating and publishingeditions of content, and creating and managing users. For example and asillustrated in FIG. 3A, a first affiliate may only be given publishrights to a portion of the video content while a second affiliate mayhave access rights to publish as well as upload video content.

The video ingestion workflow 310 of the syndication services 300includes any type and form of function, logic or operations and userinterface to setup, manage and control ingestion of multiple videoassets, such as a large library of video desired to be used for onlineprogramming or in a video channel published via the media platform. Viathe console 210, the video ingestion workflow service 310 providesautomated uploads of a plurality of video media via any type and form ofprotocol, such as HTTP or bulk file FTP uploads. The video ingestionworkflow service 310 uploads the plurality of video media to one or morestorage locations, such as a central storage location. From thesestorage locations, the stored content may be available to all of theaffiliated under the access control provided by the media platform 200.The video ingestion workflow 310 may provide a user interface andfunctionality for approval control of which uploaded video assets are tobe stored to which location or made available for access control to anaffiliate. As such, in some embodiments, large library of assets may beingested once to a central location and made available to an affiliatein a controlled and secure manner, such as via the media control 315discussed below.

The media control 315 of the syndication services 300 includes any typeand form of function, logic or operations and user interface to setup,manage and control access to video assets via one or more businesspolicies or rules. The business rules may be assigned to, associated orused with any role configured for an affiliate. A business rule maycomprise any type and form of configuration, language, script, or logic.The business rule may identify the content to be controlled in anymanner, such as by name, type, description or any metadata associatedwith the content. The business rule may provide access rights to contentby any type of granularity, such as by the action an affiliate may takewith respect to the video content. For example, the business rule mayassign any one or more of the following access rights: read/view,write/edit upload, edit, publish, or distribute. The business rule mayidentify what type of player the affiliate may use for the content, suchas a distributor designated player or a player controlled by theaffiliate. The business rule may be configured to control what contentthe affiliate may use such as distributor provided content or affiliatecontent in conjunction with the distributor's content. The business rulemay also identify and assign which services, or portions thereof, of themedia platform the affiliate may use or access. Business rules may alsobe used to control and manage affiliates with respect to advertising,playlists and player syndication as discussed below.

The syndication services 300 also include functionality 320 to controland manage the type of advertising available to one or more affiliates.Via the console 210, an affiliate may be configured to use the adinventory provided by the distributor and/or to control of a portion ofthe ad inventory. The national and local advertising service 320provides configuration, such as via roles, business rules or otherwise,to designate one or more ad networks to be used by an affiliate. In onecase, the affiliate may only use the ad networks designated by thedistributor or video asset owner. In another case, the affiliate may usead networks designated by the affiliate. In still another case, theaffiliate may use an ad network designated by the distributor for aportion of the ads while using an ad network designated by the affiliatefor another portion of the ads. In some embodiments, the affiliate mayselect an ad network from a predetermined list of ad networks. In otherembodiments, the affiliate may use any one of the ad networkspre-designated by the distributor for the affiliate

The syndication services 300 may also provide services for media,playlist and player syndication 325. The media, playlist and playersyndication 325 includes any function, operations, logic and userinterface for configuring, designating, publishing via roles, businessrules or otherwise the media, media playlist and media player used by anaffiliate. In some embodiments, an affiliate may be configured to use adistributor provided media player 215 for accessing or playing publishedcontent. In other embodiments, an affiliate may be configured to use anaffiliate provided or designated player, or otherwise a playerdetermined by the affiliate. The media, playlist and player syndication325 may configure one or more media files for syndication via anaffiliate. As such, the content owner or distributor may controlsyndication on a media file basis. The media, playlist and playersyndication 325 may also configure one or more playlists for use byaffiliate in playing the media. In some embodiments, the playlists maybe dynamically determined via one or more business rules, such as aplaylist which depends on information about the affiliate or the siteconsuming the content.

Referring now to FIG. 3B, an embodiment of the community services 300 ofthe media platform 200 is depicted. In brief overview, the communityservices 200 provides a range of audience building features. Thecommunity services includes the following functionality, services,operations, logic or components: 1) email sharing 355, 2) embeddedplayer 360, 3) community site integration 365, 4) ratings and comments370, 5) RSS feeds 375, 6) user content 380 and 7) user management 385.

With the email sharing functionality 355 of the community services 300,a user can share a video with friends directly from the medial player215. In some embodiments, the media player 215 comprises executableinstructions to generate an email that includes a description of thevideo and a link or URL to launch the video. In other embodiments, themedia player launches an email program, such as Microsoft Outlook, onthe computing device of the user. In some embodiments, the video isembedded in the body of the email. The user may specify multiple emailaddresses to send the video description or link to the video. The usermay also specify a comment or add text to the body of email. In somecases, the user may specify a subject of the email. In other cases, atitle or description of the video may be used as the subject matter ofthe email.

In some embodiments, the community services 350 includes thefunctionality and capability, referred to as embedded player 360, toembed a player 215 or link thereto into another website, blog, communitysite or any other type and form of network accessed content. Forexample, and referring now to FIGS. 3D and 3E, a user interface elementmay be associated with a video to allow a user to execute the feature ofembedding player into other content. As depicted in FIG. 3D, in someembodiments, a selectable user interface element 361, such as a button,may be selected by a user to execute the embedded player functionality360. In response to the selection and as depicted in FIG. 3E, a seconduser interface element 362 may be displayed to provide the script,instructions, code or text to embed the player into other content. Theuser interface 362 providing the embedded player text may include otheruser interface elements to select, copy and/or paste the embedded playertext from the user interface 362 to another program, application, tool,web page or content. In some embodiments, the embedded player 260 mayinclude HTML content with one or more URLs to the video content. Accessto the URLs via any sites having the embedded player 360 and videosplayed by the embedded player 260 may be tracked and usage measured bythe media platform 200.

Referring back to FIG. 3B, the community services 350 may also includeintegration 365 to one or more other community or social networking websites, such as Digg at www.digg.com, MySpace at www.myspace.com,facebook at facebook.com and delicious at www.del.icio.us.com. Communitysite integration 365 may include any type and form of interfacemechanism or communications with another system, application, server,software, service or web-site. For example, community site integration365 may be implemented via XML and web services. In another example, thecommunity site integration 365 may upload one or more media files viaHTTP or FTP to another site. In some embodiments, community siteintegration 365 includes one or more user interface elements to allow auser to select another site by name, title, URL or otherwise and postcontent, or any portion thereof, from a media player 215. In otherembodiments, community site integration 365 includes using accountinformation or user credentials from the media platform 200 to accessanother site via a registered user or account of the site.

Referring now to FIG. 3C, an embodiment of the feature of community siteintegration 365 is depicted. In brief overview, a media player 215 maydisplay video content, such as a video channel published via the mediaplatform 200. The media player 215 may include a selectable userinterface element 366, such as a button, to select a video or content tobe published, distributed, uploaded or otherwise included in content ofor posted to another site. Upon selection of the community siteintegration feature, a second user interface element 367 may bedisplayed to provide the user with a selection of community sites towhich to post the video. In some embodiments, the list of communitysites available to post the video content may be configured via roles,business rules or otherwise via the media platform 200. In someembodiments, upon selection of the community site to post the video, themedia player and/or user interface 367 may open, connect, traverse orotherwise go to the selected site. For example, the media player 215 maylaunch or otherwise open a web-page to the selected community site, andin some cases, pre-fill any user interface elements or other content ofthe community site in order to post the video to the site.

Referring back to FIG. 3B, the community services 350 may include userinterface elements, logic, functionality or operations to allows usersto provide ratings and comments 375 on video content, ads, and/or usergenerated content via a media player 215 or via the media platform 200.A user may rate any type and form of content using any type and form ofrating system. The rating may be associated with the content anddisplayed near or in association with the rated content. The ratingsystem may have any length, order or type of scale, and may be numericalor text based. In some cases, the user may generate or provide a usergenerated rating scale. The community services 350 may provide playlistsbased on ratings. The video content may be searched, organized anddisplayed in any manner according to ratings.

A user may provide any type and form of comments, such as text-basedsubmissions, regarding any content. For example, the media player mayinclude a text based form to allow a user to enter and submit comments.The comments may be associated with the content and displayed near thecontent. The media player 215 may organize and display comments in anorganized fashion such as in a topic list or discussion grouping. Thecommunity services 350 may provide playlists based on comments. Thevideo content may be searched, organized and displayed in any manneraccording to the comments. In some embodiments, the community services350 provides functionality and user interface elements to monitorcomments and approve, reject, recall, remove or release any monitoredcomments.

The community services 350 may also include one or more RSS feeds ordocuments 375. The initials “RSS” may be used to refer to the followingformats: Really Simple Syndication (RSS 2.0), RDF (Resource DescriptionFramework) Site Summary (RSS 1.0 and RSS 0.90) or Rich Site Summary (RSS0.91). RSS formats may be specified using XML (Extensible MarkupLanguage). RSS comprises a web feed format used to publish updatedcontent such as video, blog entries, news headlines or podcasts. An RSSdocument, which is also called a “feed,” “web feed,” or “channel,” mayinclude either a summary of content from an associated web site or thefull text, or any portion thereof. The RSS content may be read usingsoftware, program or a service called a “feed reader” or an“aggregator.” The user subscribes to a feed by providing the feed's linkto the reader. The reader checks the user's subscribed feeds regularlyfor new content and downloads any updates to the content.

A user may subscribe to an RSS feed 375 based on any type and form ofcategory or based on the availability of new content for a player. Themedia platform 200 may provide multiple RSS feeds or documents forsubscription. In some embodiments, the media platform 200, for example,via the community services 350, may automatically generate an RSSdocument 375 for a video channel, such as during the publicationprocess. The media platform 200 and/or media player 215 may provide userinterface elements for a user to select to subscribe to an RSS feed 375.

The community services 350 may also provide user interface elements,functions, logic or operations for a user to contribute or uploadcontent to the media platform 200. For example, the console 210 mayprovide a user interface or utility for a user to select content from acomputing device or storage area to upload or submit to a site providedvia the media platform 200. In some embodiments, the user providedcontent is stored with any content in ingested by the media platform.The media platform 200 may store the user content in a central storagelocation with other content or video assets. The user content may bemanaged under the media access control, workflow and publishing servicesor any other services provided by the media platform for owner ordistributor provided content. For example, roles and business rules maybe configured to provide control over the user provided content.

The community services 350 may include one or more user managementfunctions 385 providing administrative features for managing a communitysite. The user management functions 385 include: user registration andaccount setup, user login process, such as authentication andauthorization, user name and password retrieval, user contributedcontent approval, account suspension, automatically or otherwise. Theuser management functions 385 may also provide reports on one or moreusers and their usage and activity at the site.

Ad Server Platform

Referring now to FIG. 4A, an embodiment of an advertisement serverplatform, also referred to as an ad server platform or ad platform 365is depicted (the ad platform was introduced as the ad platform 265 inFIG. 2G). The ad platform 365 comprises an environment, system andfunctionality for delivering broadband on-demand video advertising. Thead platform 365 provides a solution for: 1) composition of ads in videoplayback by controlling ad insertion frequency and format via adinsertion rules, 2) an inventory management and forecasting tool foron-demand video stream composition environment, and 3) ad campaignmanagement and ad delivery.

In brief overview, the ad platform 365 has an ad insertion rules builder410 for configuring, specifying or identifying one or more ad insertionrules 420. The ad platform 365 also includes a stream compositionservice 435 which composes a video stream to include, integrate orinsert the display of one or more ads. The stream composition service435 may use one or more ad insertion rules 410 to control insertionpoints and format of ads composed into a video stream. The ad platform365 has a data acquisition service 440 for collecting data related toperform and operation of delivery of video, ads and use of the adinsertion rules 420. A reporting service 450 may provide reports on theperformance and operations of the system, such as delivery of ads duringvideo playback via the ad insertion rules, from data collected by thedata acquisition service 440. The ad platform 365 may also have aninventory forecasting system 450 to predict or estimate total inventoryavailable for an ad over a time period based on past performance data,such as the data collected by the data acquisition service 440.Additionally, the ad platform 365 may have a campaign administrationservice 470 to manage one or more ad campaigns.

Any of the ad rules builder 410, ad insertion rules 420, streamcomposition service 440, reporting service 450, inventory forecastingservice 460 and campaign administration service 470 may be separatecomponents or modules, or may be combined in any manner in a singlemodule or multiple modules. Any of the above services, components ormodules may comprise any type and form of executable instructions, suchas a program, application, process, task, service or library and may beimplemented using any type and form of programming language, scripts orapplications. For example, in one embodiment, the ad platform 365 or anyportion thereof is implemented as web services or using SOAP (SimpleObject Access Protocol) and having an XML based interface. In someembodiments, the ad platform 365, or any portion thereof, is deployed orotherwise provided as a hosted solution, otherwise referred to as aSoftware-As-A-Service (SaaS) or application service provider (ASP)delivery model.

The campaign administration service 470 may include any type and form ofcampaign management software, tool or service. In one embodiment, thecampaign administration service 470 includes a campaign managementsystem manufactured or provided by DoubleClick or LightingCast. In someembodiments, the campaign administration service 470 integrates,interfaces or communicated with an external campaign managementsoftware, tool or service. In one embodiment, the campaignadministration service 470 obtains information on an ad campaign fromthe campaign management software, tool or service. In other embodiments,the campaign administration service 470 obtains information on an adcampaign from a user, such as via a user interface. In some embodiments,the campaign administration service 470 transmits ad targeting user datato the campaign management system. In one embodiment, the campaignadministration service 470 transmits metadata from the media platform tothe campaign management system. In response, the campaign managementsystem may transmit to the campaign administration service 470 campaigninformation.

Stream Composition and Ad Insertion Rules

The ad platform 365 via the stream composition service 435, alsoreferred to as an ad optimization engine 435, manages and controls theinsertion or delivery of ads during playback of video, such as viaon-demand video services. On-demand services, such as on-demand video ormedia, can be accessed at a time determined by a consumer or user asopposed to a predetermined service such as TV programming which isavailable at a time determined by the broadcaster. Video on demandsystems, such as the media platform 200 in one embodiment, allow usersto select, activate, view and/or control viewing of video or mediacontent over a network, such as via streaming, or video or mediaaccessed via a storage, such as via downloaded content. A server mayprovide or make available the video or media content at any time and/orupon a user request. A user may also via a media player 215 control andmanage the playback of the video or media, such as via media playercontrols of pause, stop, fast forward, play and rewind. Each mediaavailable on-demand may vary in total length or duration. Any user'saccess to the media may vary in 1) the duration, the frequency and thecontinuity in which the media is viewed by the user, 2) the date, timeand place the media is viewed or played back, 3) the type and locationof the device used to access the media and 4) the actions taken by theuser during playback of the media.

The stream composition service 435 optimizes or otherwise improves theeffectiveness, inventory, timing and/or quantity of delivered ads, suchas delivering ads during playback of on-demand video. The streamcomposition service 435 may be configured, instructed, controlled ormanaged via one or more ad insertion rules 420. For example, an adinsertion rule 410 may specify a frequency, time of insertion or formatfor delivering an ad during playback of a video.

Referring now to FIG. 4B, details of embodiments of an ad insertion rule420 will be discussed. An ad insertion rule 420 comprises any type andform of policy, business rule, logic, function, or instruction todetermine when, where, how, to whom and/or in what format to deliver anad, such as during playback of media. The ad insertion rule 420 may beconfigured by a user such as via a command line or graphical userinterface. The ad insertion rule may be configured or specified byanother system, application, program, service, process or task, such asvia an application programming interface (API). The ad insertion rule420 may be designed, constructed configured or specified via any type ofprogramming language, scripting language, user interface selections,fourth generation language, custom or proprietary rule language orsyntax or any combination thereof.

In brief overview, an ad insertion rule 420 may include a format 422,one or more insertion points 425 and one or more rule criteria 430. Therule 420 determines the format 422 for delivery of an ad and the timeduring playback of the video, e.g., insertion points 425, to deliver thead in accordance with any criteria 430. The format 422 of the adinsertion rule 420 may specify a type of ad 421, a location or position423 of the ad and/or the length or display duration 424 of the ad. Theinsertion point 425 may specify any temporal information of when todisplay or deliver the ad, such as a frequency of the ad, or a timeduring playback relative to the length of the video. The rule criteria430 specify criteria for which to trigger the rule, apply the rule forplayback of the video, or otherwise deliver or display an ad.

The rule criteria 430 include any type and form of criteria, logic orconditions. In some embodiments, the rule criteria 430 may be based oninformation, operations, performance or characteristics of the media. Inother embodiments, the rule criteria 430 may be based on information,operations, performance or characteristics of the ad. In one embodiment,the rule criteria 430 may be based on information, profile or activityof a user. In another embodiment, the rule criteria 430 may be based oninformation, operations, performance or characteristics of the device100 used to access the media. In some embodiments, the rule criteria 430may be based on any temporal information, such as time of day or part ofday. By way of example and not in any way to be limiting, the rulecriteria 430 may be based on 1) length or duration of the video, 2)length or duration of the ad, 3) type or category of the video, 4) typeor category of the ad, 5) user profile 426, 6) user behavior 427, 7)user session information, such as length and activity, 8) popularityrating of ad, 9) popularity rating of video, 10) any media playeractions 429, and 11) any user behavior and activity at a web site.

As illustrated in FIG. 4D, a profile 426 of a user may include any typeand form of attribute, characteristic or information regarding a user,such as 1) name, 2) age or age group, 3) topics of interest, 4) gender,5) geographic locations, 6) ethnic background, 7) household income, 8)education level, 9) number of people or children, and ages in household.Also, as illustrated in FIG. 4D, a behavior 427 of a user may includeany type and form of attribute, characteristic or information regardingactivity or behavior of the user at a web site, playing videos, or otheraccessing content, such as 1) average viewing period, 2) player actions429, 3) trends in topics, 4) number of playbacks 5) day and hours ofplaybacks, and 6) internet protocol address mapping to location of userrequesting playbacks. Any of the information of the user profile 426 anduser behavior 427 may be used to form conditions, logic or criteria forthe rule criteria 430 of an ad insertion rule 420.

Referring back to FIG. 4A and in further view of FIG. 4B, the format 422may include any information identifying, specifying or otherwiseproviding a type of ad 421, location or position 423 of the ad, and thelength or duration 424 of the ad. The length 424 of the ad may bespecified use any time and form of temporal information. In someembodiments, the length 424 identifies how long or for what duration anad should be displayed. In other embodiments, the length 424 identifiesa length of time to deliver an ad, continuously or otherwise. In oneembodiment, the length 424 identifies for how long a video or media adshould be played. In yet another embodiment, the length 424 may berelative to a length of the video, duration of the video playback or anyother criteria, such as any of the rule criteria 430. For example, thelength 424 for the ad may be a percentage of the length of the video orduration of the playback. In another embodiment, the length 424 may beincreased or decreased based on user profile 426 or user behavior 427.For example, the length of the ad may be decreased base on a user 426being registered or a user 427 with a history of short playbackduration.

The position 423 of the format 422 of the ad may include any informationspecifying or otherwise identifying: 1) where in a playlist the ad willbe displayed or run, 2) at what point in relation to the playback of thevideo clip and/or 3) in what location the ad will be displayed or run,such as a location relative to the screen of the device 100 or thevideo. By way of example and in no way limiting, in some embodiments,the ad position 421 includes any of the following position identifiersor indicators:

-   -   Gateway: pre-roll ad, which may run prior to the start or at the        start of playback of the video or start of a playlist;    -   Interstitial: an ad may be inserted within a playlist, such as        between video media or video clips. This may include specifying        after how many video clips for which an ad will be inserted in        the playlist, such as after every two clips.    -   Bumper: an ad may be inserted at the end of a playlist or at the        end of playback of a video media or clip;    -   Context positioning: an ad may be placed adjacent, next to, near        or in a position relative to a video clip, such as a video clip        of the same or similar genre, type or category as the ad;    -   In-clip/stream positioning: an ad may be inserted within a video        clip during playback. For example, insert an ad every 30 seconds        with a video clip of 90 seconds; and    -   Player-skin: an ad may take the form of a skin of the media        player, such as any color, graphics or other form of ad around        the border of the media player. For example, a skin of a media        player may comprise a desired or custom graphical user interface        or a desired look and feel of the media player.

The ad platform 365, and or ad insertion engine 435, may display ordeliver an ad during playback or otherwise provide in stream positioningby: 1) stopping or pausing the playback of the video, displaying ordelivering the ad, and then resuming playback and/or 2) delivering ordisplaying the ad with the video via a video effect overly or insertionof video within the clip or during the clip's playback. In someembodiments, the ad position 423 may identify the ad is to be located,placed, displayed or otherwise delivered at any of the following: thetop, top left, top right, top middle, middle, middle left, middle right,bottom, bottom left or bottom right of the video media window, the mediaplayer, the web page providing the video, or the screen of the computingdevice 100.

The ad type 423 may include any type and form of organization,arrangement and/or layout of color, graphics, imagery, transitions,elements, style, creativity, overlays, visual effect, user interactionor combination thereof. By way of example and in no way limiting, an adtype 423 may include any of the following:

-   -   Spot (hot/sweet): a clickable ad type that allows a user to        click the ad to explore additional information or details of a        product or service or to initiate an action    -   Bug: a persistent floating ad that floats on type of a video        clip    -   Telescoping: display a long-0form version of the video at a        user's request (show preview first)    -   Interactive video: interactive elements in a video clip such as        a poll, survey of a game    -   Video curtain: the ad is displayed across the player's display        area or portion thereof. A video curtain type of ad may expand        across the player area while the video ad is playing.    -   Video roadblock: synchronize the ad space—all or a portion        thereof—on a page, such as images and rich media, with the video        creative. In one embodiment, a video roadblock is the online        version of a full-page print ad. Roadblocks may be placed before        the entry to a home or web page. The user may click on the ad to        jump to another web page (e.g., open a new window) or select a        link to continue to the intended web page. In some cases, the        user is automatically forwarded to the web page, after a        predetermined time period, for example 5 seconds.    -   Ticker lay: the ad is a ticket with text, an image or video        information as a side curtain or letter box;    -   Shadow ad: the ad may be displayed as a road-blocked creative        directly below the video clip, such as when the video is        playing.    -   Player skin: the ad may alter or change the appearance and        behavior, or look and feel of a media player 215.

The ad type 423 may include other types of online advertising forms. Inone embodiment, the ad type includes a banner ad, which is anadvertising graphic image or animation displayed on a website. In somecases, the ad type 423 may include a tristitial ad in which the ad issegments in a single as space as three discrete campaign imagesdisplayed in succession during the same single impression. In anotherembodiment, the ad type 423 may be a floating ad in which the ad movesacross the user's screen or floats above the content. In someembodiments, the ad type 423 may be an expanding ad in which the adchanges size and/or which may alter the contents of the webpage. Inother embodiments, the ad type 423 may include a wallpaper ad in whichthe ad changes the background, or portion thereof, of the page beingviewed. The ad type 423 may include a pop-up ad in which a new windowopens in front of the current window, displaying an advertisement, orentire webpage. The ad type 423 may also be a pop-under ad. Thepop-under is similar to the pop-up ad except that the window is loadedor sent behind the current window so that the user does not see the aduntil they close one or more active windows. The ad type 423 may includea map ad in which text or graphics linked from, and appearing in orover, a location on an electronic map such as on Google Maps. The adtype 423 may be a graphical user interface, an application or script toprovide interactive functionality with a user, such as receive userselection or have a user fill in and submit a form or survey.

Referring back to FIG. 4A and in further view of FIG. 4E, the adinsertion rule 424 identifies or specifies one or more insertion points424 for delivery, display or running of an ad. As mentioned above, theinsertion point 424 may specify any temporal information of when todisplay or deliver the ad, such as a frequency of the ad, or a timeduring playback relative to the length of the video. In someembodiments, the insertion point 424 may be specified via a descriptoridentifying a position in playback of video media, such as the start,mid-point, end of a video clip.

In another embodiment, the insertion point 424 may be specified via acue point. A cue point may be any type and form of identifier, signal,or instruction associated with or in a video media to indicate a pointof interest or to direct or instruct to perform an activity or otherwisetake an action. In some cases, a cue point may be specified via metadataassociated with the video media. The cue point may be provided with orin the video media or manually inserted via a user interface or videoediting tool.

In other embodiments, the insertion point 424 may be specified as a timevalue or point in duration of playback of the video media, such as inseconds and/or milliseconds of playback. For example, the insertionpoint 424 may be specified as at or after 1 second of playback. In somecases, the point in duration of playback may be specified relative fromthe start, mid-point, or end of the playback or another reference point,such as 10 seconds after the start of playback, 10 seconds before theend of playback or 10 seconds before or after a cue point. In oneembodiment, the insertion point 424 is specified as a percentage, suchas a percentage of duration of playback or percentage of length of thevideo media. In some embodiments, the ad type 423 also identifies theinsertion point 424 for the ad. For example, if the ad type 423 is aroadblock or gateway ad type, the ad may be displayed at or before thestart of a video clip.

In another embodiment, the insertion point 424 may be specified relativeto a user action. For example, the insertion point 424 may be specifiedrelative to a user action of the media player 215, such as upon start,pause, and rewind action of the media player 215. In another example,the insertion point 424 may be specified relative to a user action forthe web page or web site, such as upon selection of a predetermined URLor hyperlink.

In another embodiment, the insertion point 424 may be specified as afrequency based on any time period, such at every 10 seconds. Theinsertion point 424 may be specified as a progressive, or increasing ordecreasing frequency or series of frequencies. For example, every 10seconds for the first minute, and every 20 seconds for the secondminute, and every 30 seconds for the third minute and so on. In otherembodiments, a frequency for the insertion point 424 may be specifiedrelative to a length of the video media. For example, if the video mediais greater than 90 seconds in length, then insert an ad every 30seconds. In another example, if the video media is less than 90 secondsin the length then insert an ad every 15 seconds.

In some embodiments, based on the insertion points 424 of an adinsertion rule 420, the stream composition service 435 controls,manages, changes or otherwise manipulates the streaming or playback ofthe video to provide the delivery, running, displaying or playback of anad. The stream composition service 435 may deliver the ad in the videostream or playback, on top of or as an overlay to the video stream orplayback, or near, adjacent or otherwise in associated or conjunctionwith the video stream or playback. In one embodiment, the streamcomposition service 435 composes the stream or playback of the video toinclude displaying or playback of the ad. For example, the streamcomposition service 230 may change the content of the stream or playbackto insert or include content into the stream or playback for an ad.

In another embodiment, the stream composition service 430 delivers, runsor displays the ad as an overlay or as a visual effect in conjunctionwith the playback of the video. The playback of the video may be pausedor may continue to play. In some embodiments, the stream compositionservice 435 stops or pauses the playback of the video to display ordeliver the ad, and then resumes or otherwise continues the playback. Inyet other embodiments, the stream composition service 435 displays orruns the ad as part of the media player, such as a skin or anotherwindow. In other embodiments, the stream composition service 435displays or runs the ad in conjunction or association with the video,such as near, adjacent to or on the same web page as the video media.

In one embodiment, the stream composition service 430 optimizes orotherwise improves the ad delivery frequency by providing more optionsfor specifying ad placement. By way of example and in no way to belimiting, the ad platform 365 and/or stream composition service 435 mayprovide the following ad placements methods:

-   -   1. Dynamic Ad placement—ad insertion rules 420 may be specified        to insert cue points within a video clip to display ads or video        ad effects.    -   2. Dynamic clip rating—based ad placement—Based on a popularity        rating of a video clip more ads may be targeted within or around        the video clip.    -   3. Premium membership ad placement—This method may provide an        incentive for the user to register with user profile        information. A publisher may create or provide a special or        predetermined composition (playlist) with improved or premium        content. Also based on registration or membership, this method        may specify a lesser number or frequency of ad placements.    -   4. Manual Ad placement—A publisher may manually identify cue        points for ad insertion. The media platform 200 may ingest video        content (e.g., via metadata) with cue points to use as insertion        points.    -   5. Progressively—Dynamic Ad Placement—The ad placement rules may        change (e.g., frequency and format of ad placement) as the user        progresses through a playback session.        Any of the above ad placement methodologies may be encompassed        in one or more ad insertion rules 420.

As referred to in FIG. 4B, the stream composition service 430 maycompose ads via ad insertion rules 420 categorized as follows: 1)static, 2) dynamic and 3) progressively dynamic. A static ad insertionrule may be a predefined ruled provided with or in the media platform200, or the stream composition service 435. For example, a static rule420 may be specified to deliver a particular ad targeted for aparticular stream or targeted for a particular day part. In anotherexample, a static rule 420 may have the frequency of the insertion point424 preset. In a further embodiment, the spot or cue point where an adis played back is predefined.

In some embodiments, a dynamic ad insertion rule 420 may be a ruleassigned to or for a stream composition based on any rule criteria 430.A dynamic rule 420 may be assigned for stream composition by taking inaccount user profile, user behavior history, ad popularity ratings, andclip popularity ratings. For example, if a user historically views clipsof 180 seconds duration on average then insert 45 second of ads or if auser's view period is less than 60 seconds then “ticker lay” ad onclips.

In other embodiments, an ad insertion rule 420 may be referred to asprogressively dynamic. A progressively dynamic rule may considerinformation, user actions and criteria based on the current playbacksession and user activity. In one embodiment, a progressively dynamicrule is based on criteria 420 at the time of request of playback as wellas criteria collected, detected or identified during playback. Forexample, a static or dynamic rule may be initially used for a particularuser. As the user progresses through the session more user behavioraldata is collected and the stream composition may be modified on-the-flybased on the collected data. In another example, a user may be rewardedfor a longer session by changing the frequency (e.g., decreasing) thespot load, etc.

In view of the different ad insertion rules, the ad placementmethodologies may be encompassed in a 1) static composition, 2) dynamiccomposition or 3) dynamically progressive composition. In some cases,the static composition of ad placement may be based on the manual adplacement or premium membership ad placement methods. For example, apublisher may specify via ad insertion rules (predefined or otherwise)and/or cue points:

-   -   1. If the playlist should have a gateway and/or bumper ad,        and/or,    -   2. If interstitial ad should be inserted and also after how many        clips an ad needs to be inserted. NumClips (NC)>x. E.g. insert        after very clip, and/or,    -   3. Identify a set of points in a clip to insert video clip ads        or video effect ads.

In another case, the dynamic composition may be based on the dynamic adplacement, clip rating or ad rating-based placement, or premiummembership ad placement methods. This may allow a publisher to setrelatively fluid rules based on the duration of a clip, such

-   -   1. Set a variable clip length in seconds and ClipLength (CL)>=z        and then specify an ad effect insertion every ny seconds with        the clip, where, y is an interval in seconds and n is an integer        from 1 . . . N (E.g. If the clip is >=60 seconds then add a bug        or a ticker at every 25 seconds). For every position, n, the        following condition should be true, z−ny>=y seconds.    -   2. If a clip rating (CR)>=l then change the value of n in the        above step. For example, if originally n is set as 20 seconds        then set it to 15 seconds. In addition, specify if ads can be        inserted before and after the clip playback if not part of the        original composition.    -   3. If a user has registered all the information about himself or        herself then the value of n in step 1 above may change. Rule in        step 2 may not be applicable for this user. For example, if        originally n is set as 20 seconds then set it to 30 seconds.

In some cases, progressively-dynamic composition may be based on usersession duration, historic average user session data at the site,historic average user session for streaming video at the site, historicaverage viewing time of a user for a clip, or current user session forstreaming the data at the site. An example rule may be:

-   -   1. Changing the value of n if a user has registered all the        information about him/herself (see example rule 3 above for        dynamic composition); and/or    -   2. Override the rule 2 in the above dynamic composition section        and have a particular ad effect (different content) show all the        time on each clip. For example, if user view time is only 20        seconds then just over lay a bug on top right all the time, or        have ticker lay all the time.        Any or all of the above variable values for a rule of a static,        dynamic or progressively dynamic stream composition may be set        to a default value. The default value may be associated or set        on a per customer, distributor, and/or affiliate basis. In one        embodiment, the default variable values may be overridden for        each composition.

Referring to FIG. 4E, a diagram depicting an example use of ad insertionrules 420 to provide a variety of insertion points 424 and ad formats422 during playback of media, such as video, is depicted. In briefoverview, a media may be played or streamed from a starting point, orstart time, for any duration up to and including an end point, or endtime, which may be the length of a video clip. For example, on-demandvideo may be started by request of a user and the video's playbackcontrolled by the user via a media player 215. Depending on the criteria430 of the rules, one or more ad insertion rules 420 may be appliedduring the playback of the media. A first ad insertion rule 420A mayprovide for ad formats 422A-422N at insertion points 424A-424Nrespectively. A second ad insertion rule 420B may provide for ad formats422A′-422N′ at insertion points 424A′-424N′ while a third ad insertionrule 420C provides for ad formats 422A″-422N″ at insertion points424A″-424N″. Each or any of the ad formats for any of these rules420A-420N may provide different ad formats at any of the insertionpoints 424. Any of the insertion points of any of these rules 420A-420Nmay be specified using the same or different notation—for example, rule420A may have an insertion point based on frequency while rules 420B and420C have insertion points based on frequency and/or duration and/orpercentage of the video clip.

The ad insertion rules are generally discussed herein as delivering adsduring playback of a video media. This may include pre-playing andpost-playing of the video media, or at any time associated with theplaying of the video media. During playback may also include anytemporary stopping, pausing or interruption to the playing of the media,intentional or otherwise. Furthermore, during playback may includedelivering ads during a single video clip, intra-video, or it mayinclude delivering ads between a series of one or more video clips—intervideo—such as a playlist. Moreover, the ad insertions rules may beapplied to deliver ads during video clips and in between video clips. Insome cases, the ad insertion rules may be applied between playlists. Inother cases, the ad insertion rules may be applied to a plurality ofvideo media being played back concurrently, simultaneously or otherwiseat the same time.

The following table of use cases describe some different examplescenarios for using and applying ad insertion rules 420:

EXAMPLE USE CASES

User Scenario: Description: Tom, a user, may want to increase ad salesrevenue and he Manually increasing the takes a look at the opportunitiesthat he has to insert ads in a playlist. ad revenue opportunities Thisis a combination of what ad formats are available and also how he mayspecify to insert them. Tom's ad inventory may have for exampleFlash-based hot spots, bugs, ticker text stream, and video clip typeads. Video ad revenue - Intra Tom may specify placement of video adsaround the video clips in a playlist playlist. Tom specifies an adinsertion rule to apply gateway and bumper video ads and also every twovideo clips to insert a video ad. Graphics ad revenue - Tom may insertgraphics in the video clips in the playlist too. Inter video clip Tommay go through each video clip in the playlist and manually identify cuepoints in each clip where a graphic may be overlaid. In addition tospecifying which graphics to overlay, he also specifies where on a framethe graphics should be placed and for how long it should be visible.Video ad revenue - Inter Tom may insert ad video clips in the videoclips in the playlist too. video clip Tom may go through each video clipin the playlist and identify cue points in each clip at which a video adis to be inserted. The playback of the selected video clip may stop atthis point, the video ad may be played, and then resume playback of theoriginal video. Tom may also specify the duration of ad video play back.Graphics/Video ad The video content is already logged for cue points bya third party when revenue - Inter video the video is uploaded into themedia platform 200, the logged cue points clip are also loaded into themedia platform. Publisher brings up the video to identify the cue pointsPublisher is presented with the cue points loaded into the mediaplatform Publishers uses some cue points and associates ad formats andpositions with the cue points Publishers adds additional cue points

User Scenario Description: Linda, the system administrator keeps seeingTom pick the same manual options most of the time so she decides tocreate system default rules for overlays graphics, ticker text, andvideo ads. Video ad revenue - Intra Tom's distributor assigns Tom'saffiliate the default ad network as well playlist as suggestions ofwhere to put video ads Tom keeps the default suggestion. Video adrevenue - Intra Tom's distributor assigns Tom's affiliate the default adnetwork as well playlist as suggestions of where to put video ads Tomkeeps the gateway ad but removes the bumper ad and also increases thefrequency of ads, instead of adding video ads every two clips providevideo ads every one clip. Graphics ad revenue - Linda sets up a rulesuch that if a video clip is equal or more than 60 Inter video clipseconds then insert a bug every 20 seconds and keep it visible for 2seconds. Tom keeps the default rule Graphics ad revenue - Linda sets upa rule such that if a video clip is equal or more than 60 Inter videoclip seconds then insert a bug every 20 seconds and keep it visible for2 seconds. Tom changes the length of the clip to 50 seconds and every 15seconds a bug is shown for 2 seconds Graphics ad revenue - Linda sets upa rule such that if a video clip is more than 60 seconds Inter videoclip then insert a bug every 20 seconds and keep it visible for 2seconds. Tom deselects the rule Graphics ad revenue - Linda sets up arule such that if a clip is 30 seconds longs then overlay Inter videoclip the clip with the ticker text. Tom keeps the default rule Graphicsad revenue - Linda sets up a rule such that if a clip is 30 secondslongs then overlay Inter video clip the clip with the ticker text. Tomdeselects the rule Graphics ad revenue - Linda sets up a rule such thatif a clip is 30 seconds longs then overlay Inter video clip the clipwith the ticker text. Tom changes the length from 30 seconds to 45seconds

User Scenario: Description: Linda also notices that Tom's revenuegeneration can be Dynamically increasing increased if some of the rulesare changed dynamically depending on the ad revenue the communityratings and/or user registration. opportunities Graphics/video ad Lindasets up a rule such that if a clip has an aggregate rating above 3 (1-5revenue - Inter video range) then target more ads to the clip, an adshould be displayed clip before and after the ad and the inter-videoclip should be displayed every 20 seconds. Tom may deselect the ruleGraphics/video ad Linda sets up a rule such that if a clip has anaggregate rating above 3 (1-5 revenue - Inter video range) then targetmore ads to the clip, an ad should be displayed clip before and afterthe ad and the inter-video clip should be displayed every 20 seconds.Tom may change the rule to display ad only before the video clip unlessanother rule dictates that ad should be also after the video clip Tommay leave the interval unchanged to 20 seconds Graphics/video ad Lindasets up a rule such that if a clip has an aggregate rating above 3 (1-5revenue - Inter video range) then target more ads to the clip, an adshould be displayed clip before and after the ad and the inter-videoclip should be displayed every 20 seconds. Tom may leave the ruleunchanged

User Scenario: Ad Description: Linda, the system administrator sees thatend-users have Rules Builder different behaviors; for example, aparticular user, on average, just Progressively- views a video clip foronly 20 seconds Dynamically increasing the ad revenue opportunitiesGraphics ad revenue - Linda sets up a rule in the system that if the enduser historically on Inter video clip average views a clip just 20seconds then have an ad graphics present on the video Tom may leave therule unchanged Graphics ad revenue - Linda sets up a rule in the systemthat if the end user historically on Inter video clip average views aclip just 20 seconds then always have an ad graphics present on thevideo Tom may deselect the rule Graphics ad revenue - Linda sets up arule in the system that if the end user historically on Inter video clipaverage views a clip just 20 seconds then always have an ad graphicspresent on the video Tom sees the rule and instead of a bug may select aticker text to be present all the time

Referring now to FIG. 4F, an example embodiment of an ad insertion rulesbuilder 410, also referred to as an ad builder 410, is depicted. The adinsertion rules builder 410 may comprise any type and form of interfacefor creating, modifying, configuring, selecting, or specifying one ormore ad insertion rules 420. In one embodiment, the ad builder 410includes any type and form of a user interface, graphical orcommand-line, for a user to create, modify, configure, select, orspecify an ad insertion rule. In another embodiment, the ad builder 410includes any type and form of application programming interface (API)for a program, application, script, process, service or set ofexecutable instructions to create, modify, configure, select, or specifyan ad insertion rule. In some embodiment, the user interface for the adbuilder functionality is provided via the console 210.

In brief overview, the example embodiment of the ad builder 410 in FIG.4F provides an interface for manually identifying ad insertion pointsfor one or more video clips. The interface may include a user interfaceelement 411 to select, save and/or upload an ad format to display at aninsertion point. The interface may also include user interface elementsthat display the times for the insertion points, for example, the timethe ad starts to display and the time the ad completes displaying. Thead rules builder 410 may have one or more user interface elements, suchas an ad insertion tabs 412 for the user to create, configure or specifythe effects 413, branding 414 and data 415 to use at an insertion point.

The ad format identified via the ad format user interface element 411may include any supported rich media effects, such as a Flash formatted.swf file. A user may be able to upload an ad effect to display for aselected insertion point. One of the ad formats may be a video clip. Thebuilder 410 may provide an option to use a clip requested from anothersystem or third party. The builder 410 via the user interface element411 may otherwise allow the user to upload a video clip from a server.

The “Ad Insertion” user interface element 412, such as a tab, mayinclude any of the finalized ad related information. In one userinterface configuration, a user may click on the tab 412, and threesub-tabs 413, 414 and 415 may appear. The ad information for acomposition may be configures as described below.

The “Effects” tab 413 may include time-based information about theeffects that may be overlaid on a video frame, floaters, live data thatmay be displayed as a ticker, or a video clip. For the effects and videoclips, a user may specify if they want the “system” to decide whateffects or clips to display or playback For the effects, a user mayspecify a single point in time and/or an out point until when the effectshould be displayed. In addition a user may select formats to overlayover a video frame, player, and/or the page itself. The user may specifythe position mapping for the effect within the frame. The user mayspecify the positions relative to the player. The webpage may be mappedvia XML for the player. If a user selects an ad video clip andidentifies an in point, the user may also select how long the video clipshould be plated. The user may also select an effect called “re-skin.”The user may upload a .swf file to re-skin the player or select from alist that already exist in the system, such as a list of player skinsavailable for an affiliate.

The “Branding” tab 414 may used to re-brand a video with logo or addother branding information. For example, if an affiliate wants tore-brand a video with the affiliate's logo or add some other brandinginformation, then the user may re-brand the effects for a particularplayer and/or playlist. The branding information may be associated withthe complete playlist, e.g., all clips, or with clips selected by theuser. Configuration data for these branding effects may be stored inassociated with the affiliate. For example, any data that is stored atthe affiliate level shows up under the branding tab 413. A user mayelect to deleted this branding data for this playlist or add someadditional branding.

In one embodiment, the “Live Data” tab 415 provides access toconfiguration related to displaying of an RSS feeds, such as a tickerover the video at the bottom of the frame. For example, if a userselects “ticker lay” for effects via the effect tab 413 then live datais used for displaying this type of ad. In one embodiment, the tab 415provides a user interface to specify a URL for an ad, such as an RSSfeed. The user may specify the url or otherwise configure the Live Datatab at an affiliate level. The user may also configure the url orotherwise the configuration of Live Data tab at a player or playlistlevel. Any data that is stored at the affiliate level may be availableunder this tab 415. A user may elect to delete the stored URL for thisplaylist and/or add a different URL.

Any of the log tabs depicted in the ad builder 410 of FIG. 4F mayprovide access to log data, files or database associated with a videoclip. The logs may comprise time based data related to cue or insertionpoints. The logs may include information about regions of interest wherean ad could be inserted. For example, the logs may comprise time-basedlogs that were uploaded with a video clip. In some cases, logging may beenabled after a video clip is uploaded.

In view of the embodiment of the ad rules builder 410 depicted in FIG.4F, the following are some example uses cases for building and usingrules.

1. Example Use Case 1

-   -   a. A distributor creates an affiliate account or a user sets up        an affiliate account for a customer in the media platform 200    -   b. User creates rules for the affiliate by        -   i. Choosing an ad network to use        -   ii. Setting up defaults values for rules, such as the static            composition and dynamic composition type rules previously            discussed herein        -   iii. A default branding effect (image) may be uploaded and a            position to display within the frame specified. The position            may be defined for within the player frame: top left (TP),            top right (TR), top middle (TM), bottom left (BL), bottom            right (BR), bottom middle (BM) and center (C).        -   iv. A mapping of some location on a page is specified to            display banner ads, shadow effects, etc.

2. Example Use Case 2

-   -   a. User searches for video clips, identifies few clips and        creates a play list.    -   b. User selects to manually identify ad insert points in the        clips    -   c. The ad builder user interface 410 gets loaded with the first        clip    -   d. Video is loaded in a pause state    -   e. User starts playback    -   f. User sees a point where ad needs to be inserted, clicks on        the “in” button and the time gets populated in the text box next        to it and in the text box next to the out button    -   g. User sees a point when the ad needs to end and clicks on the        out button and the text next to the out button gets updated    -   h. User selects type of the ad effect to be inserted (may have a        defaults at type such as a bug ad)    -   i. User hits save. The data appears in the row under the Ad        Insertions->Effects tab. (If user does not select the out point,        then the in point and the out points are the same point on the        timeline).

3. Example Use Case 3

-   -   a. User wants to confirm the position is right    -   b. User Clicks on the arrow next to the log    -   c. Video starts playing from that point on timeline in the        player

4. Example Use Case 4

-   -   a. User does not like the log    -   b. User clicks on the cross button next to the log and deletes        it.

5. Example Use Case 5

-   -   a. In addition to the default tab (Ad Insertion) other tabs for        logs (Cues) appear    -   b. User clicks on the tag called “Cue Logs”    -   c. User sees the logs and clicks on a log    -   d. The time associated with the in point gets populated in the        in text box    -   e. If the user likes the cue then selects an ad and hits save    -   f. The log appears in the “ad insertion->Effect” tab logs, user        remains on the “Cue Logs” tab

6. Example Use Case 6

-   -   a. User wants to edit a particular log in the “Effect” level    -   b. User clicks on the edit icon next to the log    -   c. The data gets populated in the in box and the types box    -   d. User play/scrubs the video    -   e. User identifies a point and clicks the In button    -   f. User clicks on the Save button and the log is updated

7. Example Use Case 7

-   -   a. User selects the “Branding” tab    -   b. A default brand logo information is displayed    -   c. User deletes the logo from this playlist by clicking on the        delete icon    -   d. User clicks on an “effect” button    -   e. A file browse dialog appears to choose an effect to upload    -   f. User selects a brand logo and also selects a position to        display the logo    -   g. User hits “Save” button, the file is uploaded in the system.    -   h. User repeats steps d-g to upload a few more branding images.    -   i. User is given a choice to associate the brand logo with the        current clip or with all clips in the playlist.

8. Example Use Case 8

-   -   a. User selects the “Ad Insertion->Live Data” tab    -   b. User is provided with a text box to input the url to the RSS        feed

9. Example Use Case 9

-   -   a. User clicks the “All” button (to associate effects with the        complete clip)    -   b. User selects system effect and selects Save

10. Example Use Case 10

-   -   a. User is done with marking the click    -   b. User clicks on the Next button and the next clip is loaded in        the player

Referring now to FIGS. 5A-5F, example pictorials of a console 210providing functionality and a user interface for another embodiment ofthe ad builder 410 are depicted. In brief overview, FIG. 5A illustratesan embodiment of providing a user interface for configuring advertisingoptions. FIG. 5B illustrates an embodiment of a user interface forspecifying one or more rule criteria. FIG. 5C illustrates an embodimentof a user interface for managing and branding a media player. FIG. 5Dillustrates an embodiment of a user interface for specifying andpreviewing player templates. FIG. 5E illustrates an embodiment of a userinterface for scheduling the use of a player template. FIG. 5Fillustrates another embodiment of the scheduling user interface.

Referring now to FIG. 5A, the console 210 may provide a user interface510 for configuring or specifying one or more advertising options, suchas branding a template for a media player or creating one or more adinsertion rules 420. For example, the user interface 510 may have one ormore elements for a user to select a template type and the template fordynamic template branding. The user interface 510 may also have one ormore elements for a user to specify ad insertion rules 420 governing thefrequency and types of ads inserted into the playlist. The userinterface 510 may provide also elements for a user to select or specifyrule criteria 430 for the insertion rule 420. Furthermore, the userinterface 510 may provide elements to preview the player template or theplayer 215.

Referring now to FIG. 5B, the console 210 may provide a user interface520 for configuring or specifying one or more rule criteria 430 for anad insertion rule. The user interface 520 may include a choose list ofrules 420, which may be predefined or system rules, or may be rulescreated by the user. The user interface 520 may provide functionalityfor adding rules or creating new rules. Furthermore, the user interface520 may provide any type and form of user interface elements to specifyrule criteria 430, such as the example of criterion 1, 2 and 3 depictedin FIG. 5B.

Referring now to FIGS. 5C and 5D, the console 210 may provide a userinterface 530 for managing, configuring or creating one or moretemplates for a player 215. The user interface 530 may provide atoolbox, such as a color palette, to design, specify and configure thecolor for portions of the media player template. For example, a user mayspecify a custom color for the background of any portion of the mediaplayer template, such as any of the following: player, contentcontainer, video box, search category, link divider, clip listing, cliplisting fuzz, loading movie or clip over. The toolbox provided by theuser interface 530 may also allow a user to select and upload images toplace on any portion of the media player template. Furthermore, the userinterface 530 may provide user interface elements for a user to selector specify any player links or URLs to place on the player template.Referring to FIG. 5D, the console 210 may provide a user interface 540for previewing a template from the dynamic template branding section ofthe user interface 510.

Referring now to FIGS. 5E and 5F, the console 210 may provide a userinterface 550 for scheduling the beginning and ending date and/or timefor use of a player having a configured player template, such as thetemplate depicted in FIG. 5C. The user interface 550 may include acalendar based selection tool for the user to select a begin date and anend date. Optionally, the user may enter a time on the begin date aswell as the end data. In this manner, a user may configure when a playertemplate may be in use or go live for a target time period or adcampaign period. In another embodiment, the user may specify a startdate and/or time and a number of days or amount of time to run thecampaign with or otherwise use a branded media player template.

Referring now to FIGS. 6A-6C, embodiments of methods of using andapplying ad insertion rules to the delivery of ads during playback ofvideo media are depicted. FIG. 6A is directed to an embodiment of amethod for delivering an ad during playback of video media based on aninsertion point specified by an ad insertion rule. FIG. 6B is directedto an embodiment of a method for delivering an ad during playback ofvideo media based on one or more actions by the user via the mediaplayer. FIG. 6C is directed to an embodiment of a method for deliveringan ad during playback of video media based on one or more actions by theuser at a web site.

In brief overview and now referring to FIG. 6A, at step 605 of method600, a user specifies or the media platform 200 provides an ad insertionrule 420. At step 610, the media platform 200 receives a request forplayback of a video media, such as an on-demand video. At step 615, themedia platform 200, such as via the stream composition service 435,identifies one or more ad insertion rules 420 associated with orotherwise to be used for the requested video media. At step 620, themedia platform 200 and/or stream composition service 435 determines apoint during the playback of the video media corresponding to aninsertion point specified by the identified ad insertion rule 420. Atstep 625, in response to the determination, the media platform 200and/or stream composition service 435 displays an ad at the determinedinsertion point in accordance with the ad insertion rule 420, such asusing the ad type specified by the rule 420.

In further detail, at step 605, one or more ad insertion rules 420 maybe specified or identified. In one embodiment, the media platform 200provides one or more predefined or system rules 420. In anotherembodiment, the stream composition service 435 has one or more built-inor predefined rules 420. In other embodiments, a user via an ad builder420 configures or specifies one or more ad insertion rules 420. In someembodiments, a user modifies a predefined rule provided by the mediaplatform 200 or stream composition service 435. In another embodiment, auser selects a predefined rule and creates a user specified rule. The adinsertion rule 420 may include a static rule, a dynamic rule or aprogressively dynamic rule.

The ad insertion rule 420 may specify any type and form of ad format 422and/or rule criteria 430. The ad insertion rule may specify for the adformat a length for displaying the ad, a location of the ad, and/or atype of ad. In one embodiment, the ad insertion rule specifies afrequency for a plurality of insertion points. In another embodiment,the ad insertion rule specifies a frequency for displaying an ad duringplayback of the video media based on a length of the video media. Insome embodiments, the ad insertion rule specifies a format displaying anad during playback of the video media based on a length of the videomedia.

At step 610, the media platform 200 receives a request to playback avideo media. In one embodiment, a user requests playback of the videomedia. For example, the user may select the video from a link or URL ofa web-site. In another embodiment, a web page, program, service orapplication may request playback of the video media. For example, a webpage may include scripts, instructions or other content requestingplayback of the video media. In another example, a media player 215 mayrequest playback of the video media. In some embodiments, upondisplaying or serving a web page, a video media may be configured toautomatically start playing.

In one embodiment, the media platform 200 and/or stream compositionservice 435 identifies a popularity rating of the requested video. Thepopularity rating may be based on a number of views or may be based onuser generated/provided ratings. For example, the most popular ratedvideo may be based on the video having the highest number of views orhaving the highest average rating. In some embodiments, the mediaplatform 200 and/or stream composition service 435 identifies the userrequesting playback of the video media. The stream composition service435 may obtain a profile 426 and/or a behavior history 427 of theidentified user. For example, via the profile of the identified user thestream composition service 435 may obtain one or more of the followinginformation: name, age group, topics of interest, gender, geographiclocation, ethnic background, household income, education level, andchildren in household. In another example, the stream compositionservice 435 may obtain via the behavior history of the identified userone or more of the following information: average viewing period, trendin popular topics, number of streams, days and hours of streaming, andInternet protocol address mapping to location. The stream compositionservice 435 may also obtain via the behavior history of the identifieduser one or more of the following user actions via a media player: mute,pause, restart, full screen, mid point viewing, complete viewing, fastforward, and rewind. The stream composition service 435 may also obtaininformation on user actions, such as mouse overs, hovers, ad userinitiated play via a click through.

At step 615, the media platform and/or stream composition service 435identifies one or more ad insertion rules to apply during playback ofthe requested video media. In some embodiments, the stream compositionservice 435 identifies an ad insertion rule as associated with orassigned to the requested video media. In one embodiment, the streamcomposition service 435 identifies an ad insertion rule as associatedwith or assigned to a video media based on metadata. In otherembodiments, the stream composition service 435 identifies an adinsertion rule as associated with or assigned to a playlist having therequested video media. In one embodiment, the stream composition service435 identifies an ad insertion rule as associated with the userrequesting the video media. In another embodiment, the streamcomposition service 435 identifies an ad insertion rule as associatedwith or assigned to an affiliate. In some embodiments, the streamcomposition service 435 identifies an ad insertion rule as associatedwith or assigned to a geographic location, such as to the IP addressoriginating the request to playback the video media. In yet anotherembodiment, the stream composition service 435 identifies an adinsertion rule as associated with or assigned to a video media based onany rule criteria 435. In one embodiment, the media platform 200 and/orstream composition service 435 identifies a popularity rating of the adto be delivered via the identified ad insertion rule.

At step 620, the stream composition service 435 determines a pointduring the playback of the video media corresponding to an insertionpoint of the identified ad insertion rules. The stream compositionservice 435 may monitor the duration of the video playback and any useractions, activity or lack thereof during the playback. In someembodiments, the stream composition service 435 may query or monitor anydata collected or stored via the data acquisition service 440. In otherembodiments, the stream composition service 435 interfaces or is incommunication with the media player 215. From the media player, thestream composition service 435 may receive information on the status andactivity of playback, such as the duration of playback and any useractions taken via the media player 215. In yet another embodiment, themedia platform 200, or a server thereof, provides information on thestatus and activity of the playback of the video media. In someembodiments, the stream composition service 435 checks for cue pointsassociated with the playback of the video media, such as via a log fileor via metadata associated with the video media. In another embodiment,the stream composition service 435 monitors a log file providinginformation on status of the playback of the video media.

As the playback of the video media progresses, and as events occur, thestream composition service 435 determines if any of the insertion pointsof any identified ad insertion rule corresponds to the status ofplayback and/or any associated events. In one embodiment, the streamcomposition service 435 determines a duration of playback corresponds tothe temporal information specified by the insertion point of the adinsertion rule, such as frequency. For example, the stream compositionservice 435 may determine that a point during playback of the videomedia corresponds to a period of time indicated by the frequency. Inanother embodiment, the stream composition service 435 determines anevent related to playback, such as a user action, corresponds to theinsertion point of the ad insertion rule. In some embodiments, thestream composition service 435 determines that a point in playback ofthe video media corresponds to the insertion point specified by the adinsertion rule based on the profile or the behavior history of theidentified user, such as the user identified at step 610. In oneembodiment, the stream composition service 435 determines that a pointduring playback of the video media corresponds to the insertion pointspecified by the ad insertion rule based on a popularity rating for therequested video and/or the ad to be delivered.

In yet another embodiment, the stream composition service 435 uses oneor more timers for insertion points. For example, upon starting oractivating playback of the video media, the stream composition service435 may set a timer corresponding to the time of an insertion point. Ifthe insertion point specifies a frequency of every 10 seconds, then thestream composition service may use a timer to trigger an event every 10seconds. The timer may be started at the start of playback. In someembodiment, the stream composition service 435 evaluates rule criteria435 to determine a corresponding insertion point has been reached duringplayback of the video media.

At step 635, the stream composition service 435 displays an ad at thedetermined insertion point in accordance with the identified adinsertion rule. Upon determining the status, duration or activity ofplayback corresponds to an insertion point, the stream compositionservice 435 displays, delivers or otherwise runs an ad. The ad insertionrule may specify a format 422 for the ad, such as the type of ad,location and/or duration. In response to the ad insertion rule, thestream composition service 435 may display the type of ad at a locationand for a duration as specified by the rule. For example, the adinsertion rule may specify and the stream composition service 435 maydisplay one or more of the following ad types: gateway, interstitial,bumper, context positioning, a spot, a bug, telescoping, interactivevideo, video curtains, video roadblocks, ticker lay, and shadow ad.

In some embodiments, the stream composition service displays the ad at alocation, for a length of time or having a predetermined ad type basedon the profile and or the behavior history of the identified user. Inone embodiment, the stream composition service 435 displays the ad forthe length specified by the ad insertion rule based on the length of therequested video media. In another embodiment, the stream compositionservice 435 displays the ad at the location specified by the adinsertion rule based on the length of the requested video media. In someembodiments, the stream composition service 435 may evaluate any rulecriteria 430 to determine the ad format 422 for delivering the ad.

Now referring to FIG. 6B, an embodiment of steps of method 650 fordelivering an ad based on detected user actions via the media player isdepicted. At step 605 of method 650, a user specifies or the mediaplatform 200 provides an ad insertion rule 420. At step 610, the mediaplatform 200 receives a request for playback of a video media, such asan on-demand video. At step 615, the media platform 200, such as via thestream composition service 435, identifies one or more ad insertionrules 420 associated with or otherwise to be used for the requestedvideo media. At step 655, the media platform 200, the stream compositionservice and/or the media player 215 detects one or more user actionsduring the user's playback session, such as the user pausing theplayback or the length of time of the session. At step 660, the mediaplatform 200 and/or the stream composition service 435 determines apoint during the playback of the video media corresponding to aninsertion point specified by the identified ad insertion rule 420 andbased on the detected user actions. At step 625, in response to thedetermination, the media platform 200 and/or stream composition service435 displays an ad at the determined insertion point in accordance withthe ad insertion rule 420, such as using the ad type specified by therule 420.

As discussed above in connection with an embodiment of method 600 ofFIG. 6A, at step 605, one or more ad insertion rules 420 may bespecified or identified, at step 610, a request to playback a videomedia is received, and at step 615, the media platform and/or streamcomposition service 435 identifies one or more ad insertion rules toapply during playback of the requested video media. In the embodiment ofmethod 650, the method at steps 655 and 660 use actions of the userduring the playback session to trigger or apply the ad insertion rule.

A playback session may include any type and form of session with anapplication, player, service, server or web-site associated with theplayback of the video media. In one embodiment, a playback sessionincludes a session with a media player, such as from the time a mediaplayer is executed or playback is initiated to a time the media playeris terminated or playback is completed or terminated. In anotherembodiment, the playback session includes a session with a web-site,such as a user's visit to one or more web pages. For example, a user maylogin to a web-site to use services provided by the web-site. In someembodiments, the playback session includes a session with the mediaplatform. For example, a user may access a web-site via the mediaplatform or the user may register and login to the media platform.

In further detail, at step 655, the media platform 200, streamcomposition service 435, and/or media player 215 detects one or moreuser actions via the media player 215 during a playback session. In someembodiments, the media platform 200, stream composition service 435,and/or media player 215 detects the user has taken one or more of thefollowing actions via the media player: 1) mute, 2) pause, 3) restart,4) full screen, 5) fast forward, and 6) rewind. In one embodiment, themedia platform 200, stream composition service 435, and/or media player215 detects a length of time of the playback session. In someembodiments, the media platform 200, stream composition service 435,and/or media player 215 determines the detected length of time isgreater than or less than a predetermined length of time, such as apredetermined length of time set as a rule criteria 430.

At step 660, the media platform 200 and/or stream composition service435 determines a point during playback of the video media corresponds toan insertion point of the identified as insertion rule based on adetected user action. For example, the stream composition service 435may determine a detected user action corresponds to rule criteria 435 ofthe ad insertion rule. The rule criteria 430 may be associated with oridentify a frequency or temporal information to use for insertion basedon a user action. In another example, the stream composition service 435determines the detected user action equates to an insertion pointspecified by the ad insertion rule.

In some embodiments, the stream composition service 435 changes an adinsertion rule or otherwise applies a dynamic ad insertion rule based ondetected actions of the user. For example, in one embodiment, the streamcomposition service 435 via an ad insertion rule may change thefrequency of ad insertion or the format of the ad based on the detectedone or more actions of the user. In another example, the streamcomposition service 435 via an ad insertion rule may change location ofthe ad or a length of time for displaying the ad based on the detectedone or more actions of the user. In other embodiments, the streamcomposition service 435 applies a progressively dynamic ad insertionrule based on the detected actions of the user.

At step 625 as previously discussed above in connection with method 600of FIG. 6A, the stream composition service 435 displays an ad at thedetermined insertion point in accordance with the identified adinsertion rule. Upon determining the status, duration or activity ofplayback corresponds to an insertion point, the stream compositionservice 435 displays, delivers or otherwise runs an ad. The ad insertionrule may specify a format 422 for the ad, such as the type of ad,location and/or duration. In response to the ad insertion rule, thestream composition service 435 may display the type of ad at a locationand for a duration as specified by the rule. The detected user actionmay identify or change the ad format, location and/or duration todisplay or deliver the ad.

Now referring to FIG. 6C, a method 670 for an embodiment of steps ofmethod 650 for delivering an ad based on detected user actions at a website is depicted. At step 605 of method 650, a user specifies or themedia platform 200 provides an ad insertion rule 420. At step 610, themedia platform 200 receives a request for playback of a video media,such as an on-demand video provided via a web-site. At step 615, themedia platform 200, such as via the stream composition service 435,identifies one or more ad insertion rules 420 associated with orotherwise to be used for the requested video media. At step 675, themedia platform 200, the stream composition service 435 and/or the mediaplayer 215 detects one or more user actions at the web site, such as theuser selecting a URL or length of visit as the web-site. At step 680,the media platform 200 and/or the stream composition service 435determines a point during the playback of the video media correspondingto an insertion point specified by the identified ad insertion rule 420and based on the detected user actions at the web-site. At step 625, inresponse to the determination, the media platform 200 and/or streamcomposition service 435 displays an ad at the determined insertion pointin accordance with the ad insertion rule 420, such as using the ad typespecified by the rule 420.

As discussed above in connection with an embodiment of method 600 ofFIG. 6A, at step 605, one or more ad insertion rules 420 may bespecified or identified, at step 610, a request to playback a videomedia is received, and at step 615, the media platform and/or streamcomposition service 435 identifies one or more ad insertion rules toapply during playback of the requested video media. In the embodiment ofmethod 670, the method at steps 675 and 670 use actions of the user at aweb-site to trigger or apply the ad insertion rule.

In further detail, at step 675, the media platform 200 and/or streamcomposition service 435 detects one or more actions of the user at aweb-site. In some embodiments, the media platform 200 and/or streamcomposition service 435 detects a length of the user's visit at the website. The stream composition service 435 may detect the length of theuser's visit is greater than or less than a predetermined length oftime, such as a length of time set by rule criteria 430. In otherembodiments, the media platform 200 and/or stream composition service435 a type of content the user viewed at the web-site. In anotherembodiment, the media platform 200 and/or stream composition service 435detects one or more user interface element selected by the user at theweb-site, such as a hyperlink or URL.

At step 680, the media platform 200 and/or stream composition service435 determines a point during playback of the video media corresponds toan insertion point of the identified as insertion rule based on useractivity or actions at the web-site. For example, the stream compositionservice 435 may determine a user behavior detected at the web-sitecorresponds to rule criteria 435 of the ad insertion rule. The rulecriteria 430 may be associated with or identify a frequency or temporalinformation to use for insertion based on web site behavior In anotherexample, the stream composition service 435 determines the detected userbehavior equates to an insertion point specified by the ad insertionrule.

At step 635, the stream composition service 435 displays an ad at thedetermined insertion point in accordance with the identified adinsertion rule. Upon determining the status, duration or activity of theuser at the web site corresponds to an insertion point, the streamcomposition service 435 displays, delivers or otherwise runs an ad. Theuser activity and actions at the web site may cause the ad format—type,location and/or—to change via application of one or more dynamic orprogressively dynamic ad insertion rules.

Referring now to FIGS. 7A-7E, example screen shots of application of adinsertion rules during playback of video media via the systems andmethods described herein are depicted. In brief overview, FIG. 7Aillustrates an example embodiment of an ad inserted during playback of avideo media. FIG. 7B illustrates an example embodiment of an ad videoclip displayed after selecting the first ad inserted during playback ofa video media as depicted in FIG. 7A. FIG. 7C illustrates an exampleembodiment of a call for action at an end of the video ad depicted inFIG. 7B. FIG. 7D illustrates an example embodiment of submissionfeedback and availability of new video media after completing the callfor action depicted in FIG. 7C. FIG. 7E illustrates an exampleembodiment of making new video clips available as a result of a usertaking a call for action.

Referring now to FIG. 7A, a web-site delivered via the media platform200 to present video with an embedded player is depicted. In thisexample, a published video channel regarding travel is presented to theuser. The video channel may include a playlist of three video clipsentitled “Vacation in Aruba”, “Stress Free Vacation” and “MountainGetaway”. A user may select one of the video clips from the playlist. Insome cases, the embedded player 215 automatically plays a first videoclip in the playlist, such as the “Vacation in Aruba” video clip. Duringthe playback of this video clip, the media platform 200 via the streamcomposition service 435 may apply an ad insertion rule to deliver a bugtype ad related to cars, such as the Land Rover bug style ad displayedat the bottom of the video. The ad insertion rule may specify thelocation (e.g., bottom of video), an ad type (e.g., bug style ad), and aduration for displaying the ad. In some embodiments, the media platformand/or stream composition service 435 may stop the playback of the videoto display the ad. In other embodiments, the playback of the video maycontinue while the bug ad is displayed.

Referring to FIG. 7B. the result of the user selecting the delivered bugad of FIG. 7A is depicted. For example, a user may have selected the bugad as shown in FIG. 7A at the bottom of the video. In response, themedia platform 200 and/or stream composition service 435 may stop theplayback of the video. The stream composition service 435 may deliver asecond ad by applying an ad insertion rule based on the user's action ofselecting the bug style ad. As shown in FIG. 7B, the delivered ad may bea video ad related to the advertised car. The user may watch this videoad for any duration. A user interface element is presented to the userto close the video ad and resume playback of the original video, e.g.,the “Vacation in Aruba” video of FIG. 7A.

Referring to FIG. 7C, the media platform and/or stream compositionservice may deliver via an ad insertion rule or otherwise a call toaction at the end of playing the video ad delivered as depicted in FIG.7B. For example, an ad insertion rule may insert a graphical userinterface, application or program at the end of the playback of thevideo ad. In the illustrated example, the call to action may provideuser interface elements, such as form field and hyperlinks, to provideuser options to submit information or traverse to another video orweb-page. In the example, a user may select a button to go to anothervideo clip entitled “Designing a Legend Video”. The user may also entera zip code and select a button to find a car dealer near the user'slocation. Also, the user may enter an email address to get sent abrochure electronically. The user may close the call to action userinterface and take no requested or prompted action.

Referring to FIGS. 7D and 7E, screen shots of a user interface presentedto the user after submitting information via the call to action screenof FIG. 7C is depicted. The user may have submitted email information toreceive a brochure. In response to this submission, the media platform,web-site or stream composition service presents a user interface asshown in FIG. 7D acknowledging the received submission. In oneembodiment, the acknowledgment screen of FIG. 7D is part of the call toaction user interface and functionality. The user interface may presenta link or URL to a web-site the user may want to visit related to theadvertisement. By submitting the email to the advertiser, additionalvideo clips may be unlocked or presented to the user, such as thosevideo clips illustrated in FIG. 7E.

Data Collection and Reporting Ad Insertion Rule Usage

As introduced in FIG. 4A and described in further detail below via FIGS.8A-8C, the ad platform 365 includes a data acquisition service 440 andreporting service 450. The data acquisition service 440 collects data onthe usage of ad insertion rules and the delivery of ads therefrom. Thereporting service 450 generates a number of usage reports from thecollected data to provide information on the usage of the ad insertionrules and delivery of ads via these rules.

As described herein, the media platform 200 provides and integrates to acomprehensive set of services. The media platform provides services toingest, publish, and deliver online and on-demand broadband content andvideo media, and to dynamically deliver ads during playback of on-demandvideo based on ad insertion rules. The media platform 200 is alsointegrated with other services and networks including distributors,affiliates, content distribution networks and ad networks, andinterfaces to other systems, such as digital asset management systemsand content management systems. As such, the media platform 200 hasaccess to a rich source of information and data from the services themedia platform provides as well as those services and systems to whichthe media platform communicates or interfaces. From this information anddata, the media platform collects data and generates reports to measureand identify the operation, performance and effectiveness of the mediaplatform and ad insertion rules.

Referring now to FIG. 8A, an embodiment of the ad platform 365 forcollecting data via the data acquisition service 440 and generatingusage reports via the reporting service 450 is depicted. In briefoverview, the ad platform 365 delivers via the stream compositionservice 435 video media to one or more users. As previously discussedabove, the stream composition service 435 delivers ads at configurableinsertions points during the playback of the video media. The insertionpoints may be specified by one or more ad insertion rules 420. A dataacquisition service 440 collects data and events associated with thedelivery of video and ads, such as information on the delivery of adsvia application of ad insertion rules 420. The data acquisition storesdata and information in a data storage 820. A reporting service 450provides a reporting tool to generate usage reports 810 from thecollected data stored in the data storage 820.

In further detail, the data acquisition service 440 may include any typeand form of interface, mechanisms and executable instructions toreceived, intercept or otherwise obtain data, events, messages and/orcommunications related to the operation and/or performance of anyportion of the media platform and/or system or service in communicationwith or integrated to the media platform 200. In one embodiment, thedata acquisition service acts as a subscription agent. The dataacquisition service 440 may subscribe to any events, information ormessages provided by any service or any portion of the media platform200. For example, the data acquisition service 440 may subscribe toevents generated when an ad is played back and to related users actionsvia a media player (e.g., fast forwarded). In other embodiments, thedata acquisition service 440 provides an application programminginterface (API). Any of the services of the media platform or anyexternal systems and services may communicate via the API to providedata and information to the data acquisition service 440. In someembodiments, the data acquisition service 440 finds, searches andobtains data via any log files. For example, in one embodiment, the dataacquisition service 440 searches log files generated by the media player215 or logs generated or provided by a content distribution network.

The data acquisition service 440 may parse any received or obtainedinformation and data into appropriate datum and store the information tothe data storage 820. The data storage 820 may comprise any type andform of database such as an SQL database, relational database or anobject based or object oriented database. The data storage may compriseany version of the SQL Server database manufactured by MicrosoftCorporation of Redmond, Wash., and any version of the Oracle databasefrom Oracle Corporation of Redwood Shores, Calif. In some embodiments,the data acquisition service 440 may communicate with the data storage820 using a database access technology, such as for example the OpenDatabase Connectivity standard (ODBC), or Java Database Connectivity(JDBC). The data storage 820 may comprise a file, file system, Excelspreadsheet, or any other form of storage that may store and organizeinformation in a logical manner. In one embodiment, the data storage 820comprise data structures or objects of a program, library or other formof executable instruction, or may comprise data stored in some form ofmemory.

In some embodiments, the data acquisition service 440 may filter,translate, transform, manipulate or otherwise manage the data andinformation stored to the data storage 820. In one embodiment, the dataacquisition service 440 performs any statistical or mathematicaloperation or technique on the data to be stored or stored in storage820. For example, the data acquisition service 440 may calculate averagevalues over a series of values, such as for a time period. In otherembodiments, the data acquisition service 440 stores the data andinformation in a relationship or association, or otherwise establishesrelationships in the data store between data. In one embodiment, thedata acquisition service 220 organizes and arranges the data in the datastorage 820, or the data in the data storage 820 is organized andarranged in a manner to improve, assist or otherwise support thegeneration of reports, such as any of the usage reports of FIG. 8Bdiscussed below. For example, the data may be stored using anynormalization rules and/or to flatten the hierarchy data for users togenerate reports.

The data acquisition service 440 may interface to or communicate withthe stream composition service 435 to obtain any data or informationregarding the operation, performance and effectiveness of the streamcomposition service 435 and/or delivery of ads via ad insertion rules420. The data acquisition service 440 may acquire and store any of thefollowing information: 1) number of ads delivered, 2) number of adsdelivered per rule, 3) types of ads delivered or ad formats used, 4)number of clickable ads versus number of ads clicked, 5) userinteractions with ad or video via the player. The data acquisitionservice 440 collects and stores data providing temporal information onthe insertion points at which ads were displayed during playback ofvideo media. The data acquisition service 440 collects and stores dataproviding temporal information on duration and occurrence of user eventsand actions for playback of video media and delivered video ads.

The data acquisition service 440 may store any user information, such asuser profile or behavior history, associated with delivery of video andads. The data acquisition service 440 may store any rule criteria usedor applied during the delivery of an ad via an ad insertion rule. In oneembodiment, the data acquisition service 440 associates user informationwith rule criteria and/or with the insertion points at which ads weredisplayed during playback of video media.

The reporting service 450 may comprise any type and form of analytics,data warehousing, business intelligence and/or reporting tool,application, program or service to generate one or more reports fromdata stored in the data storage 820. In one embodiment, the reportingtool comprises a software tool that allows a user to build a reportbased on data in a database 820. These reports may be generated anddelivered in an ad-hoc manner. In some embodiments, reports arescheduled to be generated and run automatically at predetermined timesor based on policies or business rules. In one embodiment, the reportingservice 450 distributes reports, for example, via email, to one or moreusers, such as a defined group of users or subscribers to the report. Inone embodiment, the reporting service 450 includes, uses or interfaceswith any of the functionality or products manufactured by WebTrends Inc.of Portland, Oreg. In another embodiment, the reporting service 450includes, uses or interfaces with any of the Crystal Report productsmanufactured by Business Objects of San Jose, Calif. In someembodiments, the reporting service 450 reports data via Microsoft Excelor Microsoft Access manufactured by Microsoft Corporation of Redmond,Wash. In other embodiments, the reporting service 450 may include or useany type and form of Online Analytical Processing or OLAP tool.

The reporting service 450 may query, communicate, integrate or interfacewith the data storage 820 and the data therein using any type and formof communications or interface. In one embodiment, the report services450 uses ODBC to connect to and obtain data from the data storage 820.In another embodiment, the report services 450 uses JDBC to connectionand obtain data from the data storage. In some embodiments, thereporting services 450 uses APIs of the data acquisition service toaccess data in the data storage 820. For example, the data acquisitionservice 440 may provide an object-oriented API to access the datastorage 820.

The reporting service 450 may provide any type and form of userinterface, command line or graphical, for a user to select and generatereports. In one embodiment, the console 210 provides the user interfacefor the reporting service 450. The user interface may include userinterface elements, such as text boxes or combo boxes, for a user toenter or select one or more parameters for generating the report, suchas the name of an ad insertion rule or a time period for which togenerate the report. The reporting service 450 may provide a userinterface for a user to create reports by traversing the organizationand hierarchy of data in the data storage 820, and selecting,associating and arranging the data in a report in a desired format.

The reporting service 450 may generate from data in the data storage oneor more usage reports 810 providing information on the use of adinsertion rules. For example, the reporting service 450 may generatesthese reports 810 in response to a user request or automatically as partof a system work flow. Referring now to FIG. 8B, diagrams of exampleusage reports are depicted. In brief overview, report 810A may provideinformation on the total ad formats delivered. Report 810B may provide aquantity of different ad formats delivered. Report 810C may provide thenumber of ads delivered per ad insertion Rule. Report 810D may provideinformation on the number of clickable ads versus the number of adsclicked.

In further detail, report 810 a may provide information on the quantityof each type of ad format delivered. The report 810A may providequantity information for one ad type, all ad types available ordelivered, or selected ad types. A user may be able to select one ormore ad types and/or a time period as input parameters to run thereport. The report 810A may identify the ad insertion rule(s) used todeliver the ad type. The report 810A may provide any temporalinformation to identify the insertion points of when the ad types weredelivered. The report 810A may identify the video media for which the adwas delivered during playback. The report 810A may also identify anyuser related information, such as information from the user profile oruser behavior history or any user actions taken via the media player orweb-site.

The report 810B may provide quantitative information on the total adformats delivered. For example, the report 810A may identify the totalnumber of ad types delivered via the media platform, via a publishedvideo channel, via an affiliate, via a web-site, or to one or moreusers. The report 810B may provide the totals of ads delivered for allad types and provide a breakdown of the total according to each ad type,such as for Gateway ads, bumper ads, in-stream overlays, in stream videoads, etc. The report 810B may be provided for a user selected or apredetermined time period. The report 810A may also identify anytemporal information regarding the date and time of delivery of the ad,such as which day or time in the day received the highest total of ads.

The report 810C provides information on the delivery of ads on an adinsertion rule basis. This report 810C may identify for one rule, allrules, or a selected set of one or more rules the number and type of adsdelivered over any time period. The report 810C may display any temporalinformation to identify the insertion points triggered by the adinsertion rule. The report 810C may also identify values of any rulecriteria at the time of the insertion point. The report 810C mayidentify the rule criteria that triggered or issued the ad insertionrule or delivery of the ad. The report 810C may provide any informationfrom the user profile, user behavior history or any user actionstriggering the rule or associated with the playback of the video mediaor the delivered ad. The report 810C may provide information on thevideo media for which the ad insertion rule was applied.

The report 810D provides information on click through effectiveness ofany clickable ads delivered via the media platform, such as via an adinsertion rule. The report 810A may display the number of times aclickable ad was delivered over any time period. This report 810A maydisplay the number of times the clickable ad was clicked or selected bya user. The report 810D may display the total number of clickable adsdelivered and the total number of times these clickable ads were clickedover any time period. The time period may be user selected orpredetermined. The report 810A may also breakdown the number ofclickable ad delivered and number of times clicked by any scope, such asfor the entire media platform, one or more affiliates, a published videochannel, a web-site or to one or more users.

The report 810N provides information on user interaction with any advideos delivered via the media platform, such as via one or more adinsertion rules. The report 810A may identify any of the actions takenby the user via the media player 215 while the video ad is beingdelivered or played. For example, the report 810N may identify anyplayer control actions, such as stop, restart, pause and fast forward orrewind. The report 810N may also identify the duration or percentage ofplayback of the video, the remaining time to complete duration, orwhether or the video was completely played. The report 810N may identifyany user actions or user activity with respect to a session with theweb-site, a session with the media player, such as a playback session,or a session via the media platform 200. For example, the report 810Nmay identify the length of the user session, or the stop and start timesof the user session.

The reporting service 450 may generate and provide any of the reports810A-810N across any applicable scope of entity of the media platform,such as for each, any or all affiliates, publishers, content owners,distributors, aggregators, users, advertisers, advertising networks. Forexample, any of the reports 810A-810N may be generated for all adinsertion usage across the media platform or for ad insertion rule for aspecific or selected entity. The reporting service 450 may generate andprovide any of the reports 810A-810N for any granularity of scope, suchas for the usage of an ad insertion rule for a particular time period(days, weeks, months or years) or for the usage of an ad insertion ruleat a particular instant in time. The reporting service 450 may generatedand provide any of the reports 810A-810N for a combination of scope ofentity and ad insertion rules.

Referring now to FIG. 8C, an embodiment of steps of a method 800 forproviding usage reports regarding ad insertion rules is depicted. Inbrief overview, at step 805, the data acquisition service 440 collectsdata regarding the media platform's delivery for ads via one or more adinsertion rules. At step 810, a usage report is identified or selected.Any input parameters to the report may be provided such as identifyingan ad insertion rule to run the report for. At step 815, the reportingservice 450 generates the usage report from the collected data stored ina data storage by the acquisition service. At step 820, the reportingservice 450 provides or distributed the generated report.

In further detail, at step 805, the data acquisition service 440 obtainsdata regarding the operation, performance and/or effectiveness of themedia platform 200 and the delivery of ads via ad insertion rules. Thedata acquisition service 440 may subscribe to, receive from or requestfrom the stream composition service 435, media player 215 or any otherservices of the media platform any events, data and informationregarding the operation and performance with respect thereto. The dataacquisition service 440 may store any information on the delivery of theads and the usage and triggering of ad insertion rules into the datastorage 820. For example, the data acquisition service 440 may storetemporal information describing the insertion points at which ads aredelivered in accordance with an ad insertion rule. The data acquisitionservice 440 may store any values of rule criteria related to thetriggering of an ad insertion rule. The data acquisition service 440 mayobtain and store to the data storage 820 information regarding thefollowing: 1) the number of various ad formats delivered, 2) totalnumber of ad formats delivered by ad type 3) the quantity, time andformats of ads delivered per ad insertion rule, 4) the number ofclickable ads versus the number of ads clicked, and 5) user actions andinteractions with video ads, media player or web-site.

At step 810, via the reporting service 450, a usage report 810 may beidentified and selected for generation. For example, a user may selectany one of the usage reports 810A-810N described in FIG. 8B. In someembodiments, the user may select a predefined report. In otherembodiments, the user may create a custom report or user defined report.In some cases, the user provides input information to run the report810, such as a time period. For example, a report may prompt the userfor input information. The report may request or a user may provide anyinformation to identify the scope of entity or granularity of data forwhich to run the report 810. In one embodiment, the reporting service450 or a user identifies an ad insertion rule for which to obtain ausage report 810. In another embodiment, the reporting service 450 oruser identifies a set of ad rules for which to obtain a usage report810. In yet another embodiment, the reporting service 450 provides ausage report 810 for each of the ad insertion rules configured ordefined in the media platform.

At step 815, the reporting service 450 uses the collected data in thedata storage 820 to generate and provide a usage report 810. Based onany of the input parameters or identified ad insertion rule(s), thereporting service 450 obtains applicable data and information from thecollected data of the data storage. In some embodiments, the reportingservice 450 queries, interfaces to or communicated with any service,system, program, application or database to obtain information requestedby or needed for a report 810. In one embodiment, the reporting service450 generates a usage report 810 for one or more identified ad insertionrules. A user may identify the ad insertion rules as an input parameterto a report or by selecting a usage report to run. The reporting service450 may generate a usage report 810 on a predetermined schedule orfrequency, such as in accordance with a business rule or policy. Thereporting service 450 may generate a usage report 810 in an ad-hocmanner, such as per a user requesting the report via a user interface.

At step 820, the reporting service 450 provides the generated usagereport 810. The reporting service 450 may present the generated report810 via a user interface, such as the console. In other embodiments, thereporting service 450 may present the generated report 810 via adashboard. In another embodiment, the reporting service 450 maydistribute the generated report 810 via email to one or more users. Inother embodiments, the report service 450 may export or provide the datain any desired format, such as comma separated files or for import intoMicrosoft Excel spreadsheet.

With the dynamic and variable characteristics of both on-demand videoand ad insertion and the configurability and flexibility of ad insertionrules, there may be a wide range of results, effects and/or performanceof the media platform with respect to the delivery of ads. The reportingsystems and methods described herein provide a way to review and measurethe effectiveness and performance of ad insertion rules. With feedbackprovided by these usage reports 810 on the delivery of ads via adinsertion rules, user may change, configure or create ad insertion rulesto further optimize or improve the delivery of ads and ad deliveringduring the playback of video media.

Advertisement Inventory Forecasting

Referring now to FIGS. 9A-9C, systems and methods of an ad inventoryforecasting service 460 for forecasting advertising inventory based onad insertion rules and/or collected data is described. As the mediaplatform 200 and/or stream composition service 435 is able to improvethe delivery of ads via ad insertion rules and collected data, aninventory forecasting service 460 may forecast or estimate the availablead inventory based on collected data and application of the ad insertionrules. For example, a customer may want to buy ad impressions for acampaign and would like to know if they could sell 50,000 impressions ofan ad during a certain part of day and in a certain category. Using theforecasting systems and methods described herein, the media platformprovides information on the ad inventory available to a campaign basedon campaign parameters and application of ad insertion rules.

Referring now to FIG. 9A, an embodiment of the inventory forecastingservice is depicted 460. In brief overview, the inventory forecastingservice 460 may include a forecaster 910 which accesses or obtains data,such as historical ad viewer ship data, from a data storage 820. Theforecaster 910 may use a forecasting or estimation methodology upon thedata 820 and input from one or more parameters 930 to determine a totalad inventory 950. The inventory forecasting service 460 may include asimulator 930 to simulate one or more “what-if” scenarios of changing adinsertion rules and targeted ad campaign parameters to determine totalad inventory 950. The inventory forecasting service 460 may include oneor more types of output, such as reports 960 to provide information onthe total ad inventory 950 from the forecaster 910 and/or simulator 930.

In further detail, the forecaster 910 may include or perform any typeand form of forecasting methodology, technique, algorithm, logic,function or operation. The forecaster 910 may include software, hardwareor a combination of software and hardware. The forecaster 910 mayinclude an application, program, process, service, task or set ofexecutable instructions for performing a forecasting methodology. In oneembodiment, the forecaster 910 performs time series forecasting orprovides a time series based forecast. The forecaster 910 may use andtype and form of a model to predict future events based on known pastevents or to otherwise predict future data points before they aremeasured based on past data points. The forecaster 910 performs orprovides any type and form of time series forecasting such asBox-Jenkins and linear regression The forecaster 910 may use any typeand form of autoregressive (AR) models, integrated (I) models, or amoving average (MA) model, such as the Autoregressive Moving AverageModels (ARMA) and Autoregressive Integrated Moving Average (ARIMA)models.

The forecaster 910 computes, forecasts, predicts estimates, or otherwiseprovides a total ad inventory forecast 950. As depicted in FIG. 9A, thetotal inventory 950 is a function of the total audience available (ai)over a period of time and the spot load (sl) of the ad:

Total inventory=f(ai,sl)=ai×sl

The total audience may be expressed as the number of video clipsdelivered over a period of time and the spot load may be expressed asnumber of ads per video clip. Although the total inventory is shown as amultiplying function of available inventory and spot load, any type andform of function may used to determine the total inventory based onavailable inventory and spot load. In one embodiment, the totalinventory may be determined using the available inventory and spot loadand a configurable or predetermined factor, such as

Total inventory=f(ai,sl)=ai×sl×factor

The predetermined factor may be used to take into account errors, risksand other factors in forecasting the total ad inventory 950.

In forecasting the available inventory, the forecaster 910 may use ormore parameters 920 as illustrated in FIG. 9B. In an example embodiment,the forecaster 910 may use the following parameters 920 observed over aperiod of time

1. Days and the hours during which streams where played back

2. Number of streams

3. Audience segment of the user/consumer

4. Churn rate, i.e., how many times an ad was streamed to a user

In some embodiments, the forecasting service 460 and/or forecaster 910processes parameters 920 or data 820 to identify seasonal trends andspecial events. The forecasting service 360 may perform any type ofsmoothing calculation or average calculation to reduce the effect of theidentified seasonal trends and special events. In some cases, theforecaster determines the total inventory 950 with the processed dataand then adds in the data from the identified seasonal trends and/orspecial events for fine tuning the total inventory value.

In some embodiments, the forecaster 910 obtains any one or more of theparameters 920 from the data storage 820. In other embodiments, theforecaster 910 obtains any parameter 920 from the data acquisitionservice or any other service of the media platform 200. In anotherembodiment, the forecaster 910 provides a user interface, graphical orcommand-line, for a user to enter, input or provide one or more of theparameters 920. In yet another embodiment, the forecaster 910 performscomputations on data from the data storage 820, a service, such as thedata acquisition service, and/or from the user to obtain or generate aparameter 920.

The forecaster 910 may determine or use an available inventory (ai)comprising any time span or portion thereof. In some embodiments, theavailable inventory includes a number of media streams served ordelivered. In other embodiments, the forecaster use an availableinventory based on number of media streams player or played for apredetermined duration of time. The forecaster 910 may use an availableinventory based on the number of media streams played to completion. Theforecaster 910 may use an available inventory based on the number ofmedia streams for which an ad was clicked or a video as played, or forwhich a predetermined number of ads were clicked or a video ad playedfor a predetermined duration. The forecaster 910 may determine or usethe number of media stream server or delivered over a predetermined timeperiod. In some cases, the forecaster 910 determines or uses as theavailable inventory the number of streams served during a part of thetime during the time period and/or category or type of content. Forexample, the forecaster 910 may determine available inventory forevenings when football clips are playing. In other embodiments, theforecaster 910 determines or uses as the available inventory the numberof streams served via a video channel, a web-site, distributor oraffiliate.

The forecaster 910 may determine or use for the spot load (sl) of thetotal inventory 950 a number of ads, played, clicked or delivered. Forthe available inventory, the forecaster 910 may determine or use as thespot load a number of ads delivered or served to the audience. In otherembodiments, the forecaster 910 may determine or uses as the spot load anumber of ads played, such as a number of ads played by the determinedaudience. In some embodiments, the forecaster 910 may use as the spotload the number of ads that were clicked or selected by a user. Inanother embodiment, the forecaster 910 may use as the spot load thenumber of ads played back for a predetermined duration. In someembodiments, the forecaster 910 may use as the spot load a statisticalcomputation of spot load, such as an average number of ads delivered orplayed over a period of time, a part of date, a content category ortype, or a user profile. In one embodiment, the forecaster 910 may use aspot load based on a number of ads delivered or player on a per userbasis.

The forecaster 910 may determine a spot load based on ad insertion rules420. For a given audience or number of streams server or played, theforecaster 910 may determine which of the ad insertion rules would betriggered or cause an ad to be delivered or played to the audience. Theforecaster 910 may use any static, dynamic or progressively dynamic adinsertion rule, or any combination thereof, to forecast a spot load. Theforecaster 910 may determine based on any data in the data store 820 thenumber of ads that would or should delivered based on applying a set ofone or more ad insertion rules. A user may specify a set of ad insertionrule(s) to use for forecasting. The forecaster 910 may determine a spotload based on insertion points of ad insertion rules, such as from data820 identifying number of insertion points at which ads were delivered.The forecaster 910 may determine a spot load based on an average numberof insertion points at which ads were delivered, for example, on a perrule basis.

The simulator 930 may include or perform any type and form of simulationtechnique, model, algorithm, logic, function or operation. The simulator930 may include software, hardware or a combination of software andhardware. The simulator 930 may include an application, program,process, service, task or set of executable instructions for performinga simulation. In one embodiment, the simulator 930 performs a “what-ifscenario” for a time series forecast of the forecaster 910 by changingone or more ad insertion rules 420, parameters 920 and/or data 820. Insome embodiments, the simulator 930 includes the functionality of orinterfaces to the forecaster 910. The simulator 930 may provide afront-end to the forecaster 920, such as user interface to allow a userto create ad campaign scenarios. The simulator 920 may allow a user tochange input to the forecaster 910, or otherwise control and manipulatethe input to determine the output. The user may change the inputs to thesimulation or forecasting until a desired output is determined. Thesimulator 920 may simulate the execution of one or more ad insertionrules over an identified audience. The simulator may use historical datain the data store to determine when and for what stream an ad insertionrule may deliver an ad.

The inventory forecasting service 460 may provide output from theforecaster 910 and/or simulator 920 via inventory forecasting output960, such as via reports. The inventory forecasting output 960 mayidentify and/or describe the total inventory 950 and any parameters orcalculations of the total inventory 950 as determined by the forecaster910. Likewise, The inventory forecasting output 960 may identify and/ordescribe the total inventory 950 based on any simulations or “what-if”scenarios simulated and provided by the simulator 930. The inventoryforecasting output 960 may be any user interface form, such as a webpage, text output, document, report or other electronically readableoutput means. For example, the inventory forecasting output 960 may beprovided in the form of a table or spreadsheet.

Referring now to FIG. 9C, an embodiment of steps of a method forperforming forecasting and simulation to determine a total availableinventory 950 is depicted. In brief overview, at step 955, the mediaplatform 200 via the data acquisition service collects data andparameters about the delivery of ads via application of ad insertionrules during playback of video media over a period of time. At step 960,the inventory forecasting service 460 identifies from the collected dataa number of media streams served or played. At step 965, the inventoryforecasting service 460 identifies from the collected data a number ofads delivered or played At step 970, the inventory forecasting service460 receives input for performing a forecast, such as an ad requested tobe delivered, target information, ad insertion rule, or inputparameters. At step 975, the inventory forecasting service 460 performsa forecast based on the identified data and received input. At step 980,a simulation of a what-if scenario or forecast may be performed bychanging input to the simulator 930 or forecaster 910.

At step 955, the media platform via the data acquisition servicecollects data regarding the delivery of ads via the application of adinsertion rules. The data acquisition service stores this data into adata storage 820. As previously described herein, for example inconjunction with FIGS. 8A-8C, the data acquisition service may collectdata regarding the operation, performance and/or effectiveness of the adinsertion rules, including number and format of ads delivered, durationof ad play, user actions, user profile and user behavior historyinformation. The data acquisition service may also store any temporalinformation regarding the insertion points for the delivery or playbackof ads via the ad insertion rules.

At steps 960 and 965, the inventory forecasting service 460, forecaster910 and/or simulator 930 may identify data to use for forecasting and/orsimulation from the collected data in the data storage 820. The data maybe identified for any time period, including day parts. In oneembodiment, the forecaster 460 identifies from the collected data anumber of media streams delivered or served. In another embodiment, theforecaster 460 identifies from the collected data a number of mediastreams played or played for a predetermined duration. In someembodiments, the forecaster 460 identifies from the collected data anumber of ads delivered or server. In other embodiments, the forecaster460 identifies from the collected data a number of ads played or playedfor a predetermined duration. The forecaster 910 may identify any of thefollowing parameters 920 from the collected data: 1) days and the hoursduring which streams where played back 2) number of streams 3) audiencesegment of the user/consumer 4) churn rate, i.e., how many times an adwas streamed to a user. In some embodiments, the forecasting service 460and/or forecaster 910 identifies seasonal trends and special events fromthe collected data.

At step 970, the forecasting service 460, forecaster 910 and/orsimulator 930 receives any input to perform the forecasting orsimulation from any type and form of interface, such as a graphical userinterface, command line or API. In one embodiment, the forecaster 910receives identification of an ad requested to be delivered or for whicha total available inventory 950 should be determined. In anotherembodiment, the forecaster 910 receives identification of one or more adinsertion rules to apply or use for the forecast. In other embodiments,the forecaster 910 receives any one or more parameters 920, such as aparameter provided by a user. In some embodiments, the forecaster 910receives any target information for an ad campaign, such as a targetaudience, a target time period or a category for the requested ad.

At step 975, the forecaster 910 forecasts, estimates, predicts orotherwise determines a total available inventory 950 based on theidentified portions of the collected data and/or the received input. Theforecaster 910 may determine the total available inventory as any typefunction of available inventory (ai) and spot load (sl), for example asdepicted in and discussed above in conjunction with FIG. 9B. Theforecaster 910 may determine the spot load based on any one or moreidentified ad insertion rules. The forecaster 910 may use a time seriesforecasting model or methodology. The forecaster 910 may determine thetotal available inventory 950 for any time period, day part, category,or target audience. The forecaster 910 may use any slice of historicaldata or time periods from the collected data to forecast the totalavailable inventory 950. In one embodiment, the forecaster 910determines a forecast of total inventory 950 for a requested ad based onthe identified number of times each of a plurality of video media wasplayed, the identified number of ads delivered during playback of thevideo media and an identified set of one or more ad insertion rules

At step 980, the inventory forecasting service 460 may perform one ormore inventory forecast simulations via the simulator 930. A user mayrequest or initiate the simulation. In some embodiments, a system,application or process may initiate, automatically or otherwise, asimulation. In one embodiment, a user may change any input for thesimulation such as to create different target information, a differentaudience segment or use different ad insertion rules. In anotherembodiment, the user may change one or more parameters 920 used for aforecast. In some embodiments, a user changes one or more of the adinsertion rules to determine an effect on a forecasted total inventory950, such as changing a rule criteria or ad format or location. A usermay create “what-if” scenarios and perform “what-if” analysis bychanging any input to the forecast to determine how the input impacts oraffects the output of total ad inventory 950.

Via forecasting and simulation as described above, a user may be able tofurther improve or optimize ad insertion rules and the delivery of adsfor a target ad campaign. A user may determine what type of ad insertionrules, audience segment and time slots may work better for an adcampaign. With forecasting and simulation, the user can optimize adinsertion rules to increase viewer ship and click through on ads andincrease revenue and advertising rates. With the flexibility intargeting of ad insertion rules, the media platform described aboveprovides the functionality to offer various tiered and levels ofadvertising services and ad campaigns.

Many alterations and modifications may be made by those having ordinaryskill in the art without departing from the spirit and scope of theinvention. Therefore, it must be expressly understood that theillustrated embodiments have been shown only for the purposes of exampleand should not be taken as limiting the invention, which is defined bythe following claims. These claims are to be read as including what theyset forth literally and also those equivalent elements which areinsubstantially different, even though not identical in other respectsto what is shown and described in the above illustrations.

1. A method of generating a usage report for an ad insertion rule, theusage report providing information about delivery of ads at a pluralityof insertion points during playback of video media, the delivery of adscontrolled by applying one or more ad insertion rules, the methodcomprising the steps of: (a) collecting data regarding delivery of aplurality of ads at a plurality of insertion points during playback ofvideo media, the delivery of the plurality of ads controlled by applyingone or more ad insertion rules, the one or more ad insertion rulesspecifying one of a format, a frequency or an insertion point fordisplaying an ad during a playback of video media; (b) identifying an adinsertion rule from the one or more ad insertion rules; and (c)generating from the collected data a report providing a number of adsthat were delivered by application of the identified ad insertion ruleduring the playback of the video media.
 2. The method of claim 1,wherein step (a) comprises collecting data providing temporalinformation on the plurality of insertion points at which the pluralityof ads were displayed during playback of video media.
 3. The method ofclaim 1, wherein step (c) comprises generating from the collected datathe report to identify one or more points in time of the plurality ofinsertion points at which the plurality of ads were delivered during theplayback of the video media.
 4. The method of claim 3, wherein step (c)comprises generating from the collected data the report to identify theone or more points in time the plurality of ads were delivered inrelation to one of a length in time of the video media or a length oftime of playback of the video media.
 5. The method of claim 1, whereinstep (a) comprises collecting data identifying one of a profile orbehavior of a user associated with the ad insertion rule with theplurality of insertion points at which the plurality of ads weredisplayed during playback of video media.
 6. The method of claim 5,wherein step (c) comprises generating from the collected data the reportproviding information from one of the profile or the behavior of theuser.
 7. The method of claim 6, comprising generating the report tomaintain anonymity of the user.
 8. The method of claim 1, wherein step(a) comprises collecting data identifying a format for each ad deliveredvia the ad insertion rule, the format comprising one of a type, locationor a length of the ad.
 9. The method of claim 8, wherein step (c)comprises generating from the collected data the report identifying theformat used for each of the plurality of ads delivered at each of theplurality of insertion points during the playback of the video media.10. The method of claim 1, wherein step (a) comprises collecting dataidentifying one or more user actions of a user via a player of the videomedia.
 11. The method of claim 10, wherein step (c) comprises generatingfrom the collected data the report identifying the one or more useractions associated with each of the plurality of ads delivered at eachof the plurality of insertion points during the playback of the videomedia.
 12. The method of claim 10, wherein step (c) comprises generatingfrom the collected data the report identifying user actions within thedelivered ad by application of the identified ad insertion rule duringthe playback of the video media.
 13. The method of claim 1, wherein step(c) comprises generating from the collected data the report to identifythe number of delivered ads by format, the format comprising one of atype, location or length.
 14. The method of claim 1, wherein the videomedia comprises a plurality of video media of variable length.
 15. Themethod of claim 14, wherein the playback of each of the plurality thevideo media comprise a variable duration.
 16. The method of claim 15,wherein a duration of the playback is determined by a user.
 17. Themethod of claim 1, wherein step (c) comprises generating from thecollected data the report to identify a rule criteria that was met intriggering the one or more ad insertion rules.
 18. A system generating ausage report for an ad insertion rule, the usage report providinginformation about delivery of ads at a plurality of insertion pointsduring playback of video media, the delivery of ads controlled byapplying one or more ad insertion rules, the system comprising: a datacollection service collecting data regarding delivery of a plurality ofads at a plurality of insertion points during playback of video media,the delivery of the plurality of ads controlled by applying one or moread insertion rules, the one or more ad insertion rules specifying one ofa format, a frequency or an insertion point for displaying an ad duringa playback of video media; a user interface for identifying an adinsertion rule from the one or more ad insertion rules; and a reportingservice generating from the collected data a report providing a numberof ads that were delivered by application of the identified ad insertionrule during the playback of the video media.
 19. The system of claim 18,wherein the data collection service collects data providing temporalinformation on the plurality of insertion points at which the pluralityof ads were displayed during playback of video media.
 20. The system ofclaim 18, wherein the reporting service generates from the collecteddata the report to identify one or more points in time of the pluralityof insertion points at which the plurality of ads were delivered duringthe playback of the video media.
 21. The system of claim 21, wherein thereporting service generates from the collected data the report toidentify the one or more points in time the plurality of ads weredelivered in relation to one of a length in time of the video media or alength of time of playback of the video media.
 22. The system of claim18, wherein the data collection service collects data identifying one ofa profile or behavior of a user associated with the plurality ofinsertion points at which the plurality of ads were displayed duringplayback of video media.
 23. The system of claim 22, wherein thereporting service generates from the collected data the report providinginformation from one of the profile or the behavior of the user.
 24. Thesystem of claim 22, wherein the reporting service generates from thecollected data the report identifying user actions within the deliveredad by application of the identified ad insertion rule during theplayback of the video media.
 25. The system of claim 18, wherein thedata collection service collects data identifying a format for each addelivered via the ad insertion rule, the format comprising one of atype, location or a length of the ad.
 26. The system of claim 25,wherein the reporting service generates from the collected data thereport identifying the format used for each of the plurality of adsdelivered at each of the plurality of insertion points during theplayback of the video media.
 27. The system of claim 18, wherein thedata collection service collects data identifying one or more useractions of a user via a player of the video media.
 28. The system ofclaim 27, wherein the reporting service generates from the collecteddata the report identifying the one or more user actions associated witheach of the plurality of ads delivered at each of the plurality ofinsertion points during the playback of the video media.
 29. The systemof claim 18, wherein the reporting service generates from the collecteddata the report to identify the number of delivered ads by format, theformat comprising one of a type, location or length.
 30. The system ofclaim 18, wherein the video media comprises a plurality of video mediaof variable length.
 31. The system of claim 30, wherein the playback ofeach of the plurality the video media comprise a variable duration. 32.The system of claim 30, wherein a duration of the playback is determinedby a user.
 33. The system of claim 18, wherein one of the datacollection service, reporting service or the user interface is deliveredas a software as a service.